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Originally from the television industry, but now applicable to all kinds of video, a “lower third” is the graphic overlay that is typically used to identify the speaker. It can be used to convey any kind of information to the viewer.
The graphic appears at the bottom, to be the least obtrusive, and in what is known as the safe area – an area viewable by all television screens. There is no hard and fast rule that it must be one third of the screen, and it can be either a horizontal bar with text and graphics on top, or simply white or black text with a drop shadow to enhance readability.
With the increased use of video in marketing today, television terminology is becoming better known by marketers. Other essential terms include its lower third neighbor the bug, b-roll, bumper and outro.
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