Have you ever played a video at church and then watched the reaction of the congregation? As soon as the flickering pixels appear on the screen, people pay close attention. No matter what they were thinking about before, their attention quickly turns to the screen.

It's not surprising really - we're a culture that's very familiar and comfortable with watching and viewing. This has its downsides of course, but we can also use this familiarity to our advantage. In fact, I've become convinced of the value of strategically-used (i.e. not all the time!) media to communicate and illustrate truth, to rebuke, enthuse, teach and encourage.

For example, 99 Balloons is a moving video about the sovereignty of God in suffering, and a couple's thankfulness to God in the midst of tragedy. It's a powerful illustration - try watching it without crying:

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Recently I interviewed Jeff Parker from Igniter Media - the group that created the 99 Balloons video.

Steve: Can you give a brief overview of what Igniter Media is, and how it started?

Jeff: Igniter Media released its first volume of videos in September 2003. We were actually called Vertical Sky Productions at the time of the first volume but soon changed our name. We got started for a lot of reasons but we are media guys that are moved by visual stories. As we thought about it, we just felt there was a place for 3-4 minute videos that declared truth, especially within churches, small groups and similar gatherings.

Steve: What is your most popular video? Why do you think it is the most popular?

Jeff: Our most popular video has been That’s My King! The sermon which is fairly well-known is just so powerful. We simply added some classic imagery and a driving score so that we could complement the beautiful eloquence of S.M. Lockeridge.

Steve: Do the team at Igniter have a favourite video (thatʼs different to the crowd favourite?!)

Jeff: I think our staff each has a personal favourite for varying reasons. My “current” favourite, and it seemingly changes often, is Lonely People. I just love authentic stories that show people how they are: broken, hurting, lonely, and in need of Christ’s love and healing.

Steve: Often the people who make the decisions about how money is spent in a church, arenʼt the ones who value new media (e.g. videos). What have you learnt about how to convince these people of the value of using new media in their church services?

Jeff: Not as much as we probably should. Our belief though, is if we can get people to just watch one of our videos, then the light bulb clicks on and they see how media can be used powerfully to enhance one’s message.

Steve: How can video be used well in a church service? How can it be used badly?

Jeff: Media can be used well in a church service primarily when it is the right medium and the right message. And I think communicators should really understand that visuals often allow their audience a takeaway that will help them remember the communicator’s message. Without a visual reminder of one’s message, it can be easy for the audience to quickly forget what they just heard. As far as being used badly goes, there are several ways. Churches shouldn’t over-use media and not everything has to have a video. Churches also need to focus on quality in media. Although many short films may have a strong message, poor or cheesy visuals will prevent a majority of the audience from receiving the message well. Finally, I’d encourage churches to just not be lazy. Use media when it is a great fit and avoid it if there is a better fit. But that takes doing your homework, planning ahead, and working well as a team.

Steve: What is the process for developing your videos?

Jeff: Basically, our videos come from things God is teaching us. Things that we are being reminded of, wrestling with, or wanting to explore. Often there are stories we hear about that move us to the point where we want to help share the underlying truths. We produce films from start to finish from concept to post production. We occasionally will get help from a like-minded production company but generally keep all videos in-house. From an idea or suggestion standpoint though, we are always willing to listen.

Steve: What tips would you give to people keen to create videos for use in churches?

Jeff: The main tip is you have to believe and be inspired by what you are doing. That’s the only way you will be able to turn around and inspire your audience. There are several other tips like make sure you have the right equipment (both hardware and software), bring others into the creative process, don’t accept your first (or second or third…) attempts, and make sure you are connecting to your audience on an emotional level.

Steve: What churches have you seen use media particularly well? What makes them stand apart from other churches?

Jeff: My local church, Watermark Community in Dallas, Texas does a great job. I think they do a great job of letting media set the mood and tempo of a particular service. I also think the pastor does a great job pairing the right video with the right message - he’s a master at giving his audience a visual takeaway in which to remember his words.