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Video content expert explains ‘new rules’ for using video in training and teaching, at Video Educa

LondonLearning NewsVideo Arts

Martin Addison, CEO of Video Arts, one of the world’s leading providers of video-based learning content, will explain the ‘new rules’ for using video in training and teaching, at Video Educa, part of the global e-learning conference Online Educa which will be held in Berlin on 28-30 November.

Founded in 1972 by four television professionals including the comedian John Cleese, Video Arts pioneered the use of humour in training films and now distributes its video, e-learning and m-learning courses in over 50 countries. A long list of famous actors have appeared in Video Arts films, including John Cleese, Emma Thompson, Stephen Fry, Rowan Atkinson, Dawn French, Hugh Laurie and even Prince Charles.

Martin Addison has worked in the sector for two decades, giving him an insight into how video content has evolved to match the different technologies that have been used to support learning, from 16mm film, to VHS video, DVD, e-learning and video streaming. 

"Each of these provided greater flexibility and resulted in new ways of using video in development," he said. "However, technology is merely an enabler in the learning process. Video has consistently been a popular training and development tool because it stimulates, engages and entertains people, triggering them to think, feel and do things differently. It allows complex ideas, particularly those around soft skills behaviour, to be put across in a short space of time."

At Video Educa, Addison will highlight that new rules now apply for those who want to utilise video content in training and teaching.

"The old-style approach of providing a structured pathway through learning material has given way to the new concept of 'anywhere, anytime' learning," he said. "Instead of being the 'sage on the stage', trainers and tutors have had to change their role to become 'a guide on the side'. Also, with smartphones and tablets, individuals can now access the specific learning, performance support or refresher training they need, when they need it, wherever they are. Providing learning is now about pushing out content to people and enabling them to access and use it on-demand."

However, not everything has changed. "If learners are to take anything in, they have to be interested," said Addison. "That's always been the case and it always will be. People learn nothing when they're asleep and very little when they're bored stiff. Video can deliver engaging learning content but if you want to deliver truly effective learning, the new rules must be followed."

Martin Addison will explain the new rules for using video in training and teaching in the PVL13 session, 11.45-13.15 on Thursday 29 November, in the Chess room. He will also chair a separate session looking at successful examples of video-based learning at 11.45-13.15 on Friday 30 November, in the Rook room (PVL60).

More details about Video Educa are available at Further information about Video Arts is available at or by telephone on +44 (0) 20 7400 4800.

Background notes: Online Educa Berlin is a global e-learning conference for the corporate, education and public service sectors. It will be held at the InterContinental Hotel in Berlin from 28-30 November 2012.