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CONTINUOUS RESPONSE EVALUATION OF DIGITAL VIDEO CLIPS OVER THE INTERNET

G. Richards, T. Tin, H. Geng

Athabasca University (CANADA)
Continuous response evaluation of video and film has been a useful method in media. It has been particularly prevalent in advertising as it allows producers to pinpoint events that evoke particularly strong audience responses. When searching for a way to evaluate the effectiveness of digital video clips (podcasts) a continuous response evaluation system was developed and deployed over the internet. This paper discusses the preliminary results of testing the method with adult and high school learners to evaluate a series of video podcasts on meta-cognitive success strategies. When fully deployed this tool will enable the real time viewer evaluation of internet video formats such as Youtube. The resulting data could be used to rate the overall interest of video programs or index specific scenes for educational or entertainment contexts.