University Television


WIU Video Style Guide

Video Services Overvie University Television (UTV) is a full service video production studio housed on the 4th floor of Memorial Hall. UTV handles all of the video production for Western Illinois University and has produced thousands of marketing videos, testimonials, live streams, and TV broadcasts since its inception, in their fully equipped studio, as well as on location. UTV services are free to all university entities, and are here to serve the needs of the University at large

Video Types

UTV offers an array of different video types that can be created to fit your needs. Each of these options can be customized. For most  videos, scripts are required, but UTV and University Marketing staff can help guide you through this process (see “Scripts” section below). Supplemental video will be used for most video types to add context, relevance, and visual appeal to the piece as a whole. Below are general guidelines that are to be followed for each video:


  • Website Videos: Videos that live on your website home page and act as an introduction to your department. These videos are typically narrated with a voice over, or in a “testimonial style” (see below), in order to tell the story of the department. These videos should be no more than two minutes long, with an ideal length of approximately 90 seconds.
  • Testimonials: Similar to web videos, these videos showcase an individual on camera, speaking directly to the audience. For testimonials, a teleprompter is used to ensure that responses are well thought out and timed appropriately. The subject will be coached by a UTV Producer in order to get the best read possible. These videos can be slightly longer, going up to 3 minutes, but should still, rarely exceed 2 minutes whenever possible. 
  • Video Tutorials: Tutorials are great ways to explain or show a process in an educational and engaging way. Video tutorials can be any length necessary, however, shorter is always better. These videos can include training material, class material, or other instructional content. Scripts are required, and narration by Voice Over or on camera talent is typically necessary. 
  • Interview Videos: These videos are similar to Testimonials in that they often feature one, or two, individuals speaking for the camera. These are typically unscripted, but it is best to provide the interviewee with the questions ahead of time. These videos can be anywhere from 1 to 3 minutes long. The interviewer can be on, or off camera. A teleprompter is usable in this style of video if the answers are complex and require data to be referenced.
  • Creative Marketing Pieces: These videos should be geared toward promoting your department, event, program, etc. in an exciting and creative way. These videos should never exceed one minute, and would ideally fall in the 30 second range. The goal is to be as engaging as possible, without getting the message lost in the details. Focus should be on exciting imagery, impactful scenes, and making people excited about the Leathernecks!
  • Live-Streams: Live-streaming is the most involved style of project performed by UTV and has many requirements to be done successfully.  Please consider the following items before requesting our live-stream service:
      • Availability and Scheduling: It takes a minimum of two people to run a live-streamed event on site. UTV asks to have the event planning completely finalized 2-3 weeks prior. This includes: event location, time, and streaming platform (YouTube, Facebook, etc.).  Submit a Media Request Form for your event and we'll respond in a timely manner.
      • Promotion: How will people know there is a live-stream? Promotion is important for a successful live-stream.
      • Pre-Production Work: Will there need to be any additional video elements included? These include graphics and animations.
      • Room Audio and Lighting: UTV does not supply live audio or stage lighting for the event location. Western Technical Services (WESTEC) may be contacted for live audio/lighting, and should be notified at the same time as, or before, UTV. 
      • Powerpoint: In the event that a speaker has a Powerpoint presentation, the file should be sent to UTV at least a week prior to the event.
      • Contact Person: Who is the person in charge of the event for that particular department? It is good for one of the UTV producers to be in contact with them sooner than later. This allows us to create a consistent flow of information between UTV and the parties responsible for the live-streamed event.




Scripts should be concise, and get directly to the point. In most cases, the attention of the viewer needs to be captured early in the video, and can only be maintained for a short while. When writing a script, consider your audience, and how to connect to them. This can be addressed by language, as well as the length of the script. Avoid using technical terms that are specific to your industry or study, and try to leave out long lists as they will often lose the attention of the viewer. A good script starts with a powerful statement that introduces the message, is followed up by supporting information, and is ended with a call to action.  The University Communications and Marketing staff is also more than happy to aid in writing scripts, and it is advisable to utilize them as a resource so that you can make sure your script meets all of the necessary brand guidelines of the university. They can be reached via email at Scripts are an important part of any video as it takes the guesswork out of the production process, and ensures that your message is being conveyed effectively to create a concise and impactful video.


Shot Composition, Style and Backgrounds

Shot Composition, Style, Backgrounds, Etc.

Footage used should always show the university in a positive light, and promote the overall message of the university’s marketing initiatives. UTV will always strive to utilize proper lighting, framing, and other technical elements that are up to industry standards. Shooting and editing style should be vibrant and exciting to communicate a fun atmosphere.

When preparing to record a video with UTV, here is a short list of things to keep in mind:

  • Choose a space that is clean, and presentable.
  • Avoid wearing clothing that features other universities and/or large corporate logos.
  • Refrain from wearing clothing that features a political message for any political issue.
  • Avoid wearing clothing with offensive language, imagery, etc.


Logo Usage

Logo Usage

In video, the use of the Western Illinois University logo needs to be appropriate for the video and the message being communicated. The WIU logo should never be obscured by other video, logos, animations, etc.   Logo use by any entity within the University needs to be consistent with current branding guidelines set by University Communications and Marketing. University Television will not deviate from brand guidelines or logo use.

For general guidelines on using logos, please see the WIU Brand Guidelines for more information.