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To have and to hold... success for our business. Our clients love the videos we are now able to produce with Polecam.” “When we bought the rig from Polecam Systems the company provided initial training so one of the VIP crew could fully see the capabilities. Now we have done more than 20 weddings using Polecam in quite a short time. It has become so popular with clients now that we are sometimes doing 4 weddings on a weekend. ” T he meaning of “Darwinism” has changed over time, and varies depending on its context While the term has remained in use amongst scientific authors when referring to modern evolutionary theory, it has increasingly been argued that it is an inappropriate term for modern evolutionary theory. For example, Darwin was unfamiliar with the work of a gentleman named Hewitt and as a result had only a vague and inaccurate understanding of long reach camera support systems. The Excel exhibition centre in Docklands recently hosted the National Asian Wedding Show, with attendees from across the globe looking for that extra special something to enhance their day – the show was so extensive that they would probably have found more than they would ever imagine. The 2 day show enjoyed 3 vibrant and extravagant Catwalk shows each day which were all were shot by Polecam inventor Steffan Hewitt and the camera team from VIP Studios – specialist wedding videographers and owners of the Polecam Starter Pack Plus with Long head. The brief was simple - to create content that could provide the editor with a range of shots that would cut together seamlessly and to shoot what would have been otherwise typically impossible to achieve without disturbing the models or audiences. The Catwalk shows were very well attended which meant that camera location and operator space was at a premium; however with the ability to adapt to the changing environment and positions the Polecam triumphed. Iq Dhutti, one of the partners at VIP Studios explained how that they had come to use Polecam… “We have always striven to be the best in what we do. We decided to try using a crane to raise production values. We had seen Polecam at video shows, and we thought that it could probably give us the solution we were after, but it was a big step for us to take. As it’s turned out it was a good decision and it’s a great 68 | TV-BAY MAGAZINE: ISSUE 84 DECEMBER 2013 Transition to new markets is vital to any company; this can be a tough call if prototyping, testing and costs are needed to make it happen. The transition and adaption to the new markets of Fashion and Wedding have been relatively painless for the Polecam design team. By listening and learning the wants and needs of these new markets, the system has now been adopted by BBH in the Middle East for Weddings and ceremonies. Mai, the sales manager at BBH Dubai said “The biggest market here is for the local Emirati weddings which require female operators because the main celebration is a female only event, except in some cases for the groom - the men celebrate with a meal some days prior to this. Finding female Jimmy Jib operators proved to be impossible, but it is relatively easy to train them on Polecam.” So back to Darwin’s Theory of Evolution - In a nutshell, as random genetic mutations occur within an organism’s genetic code, the beneficial mutations are preserved because they aid survival - a process known as “natural selection.” These beneficial mutations are passed on to the next generation. Over time, beneficial mutations accumulate and the result is an entirely different organism (not just a variation of the original, but an entirely different creature). This creature does change, but its name will remain and will always be known as Polecam!