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General situation of TV packaging abroad

TV channel packaging is to convey its own brand personality to the society and the public, so that they have a sense of identity and value, and win the recognition of the public and target groups. Successful foreign TV channels have all done this.

mind identity system: clear positioning

Channel mind identity system (MI) is the concept positioning of the purpose and spirit of TV media communication, which runs through the production, communication, management and other activities of the channel. It includes the positioning, image and style of the channel. In the competitive environment of TV media with excessive communication and numerous channels, the comprehensive competitiveness of channels lies in highlighting their unique style, shaping their brand image and forming their influence.

when it comes to the concept of channels, we have to mention the ——BBC, a model of public radio and television services. Its concept of "serving the public" has laid a solid foundation for public radio and television services in Europe and the world. BBC's broadcasting principles have always been "beneficial to the public", "maintaining independence from the government" and "not pursuing commercialization".

under such a channel concept, the BBC is posing as the creator of "soft power" and the defender of values in Britain, and has become a good supplementary form of government propaganda. BBC's concept of publicity does not stop at slogans, but also runs through its programs and channel packages.

behavior identity: Focus on the host

All the activities of people, things or events related to the channel image belong to the category of behavior recognition. More importantly, the performance of these activities is the channel's way to show its ideas to the audience. Ideas are just slogans. To turn slogans into practice, they must be reflected by actions.

the behavior identification of TV channels is reflected in the program form, the host and the publicity activities. Among them, the host, as a direct bridge between the channel and the audience, combines sociality and interpersonal skills, which has become the top priority of the channel behavior identity. Many channels regard cultivating famous brand hosts as an important strategy for channel packaging.

In the United States, the host with brand value is often the logo of this column. For example, when Mike Wallace is mentioned, he will think of CBS's 6 Minutes program. What's more, many TV programs are named after the host, and they are created by the influence of the host. For example, The Tonight Show with Jay Leno (NBC) and Larry King Live (CNN).

visual identification system: coordinating and unifying

the visual identification system of channels is an important means and link to locate and strengthen the overall image of TV stations and an important strategy to establish TV brands. This system includes channel image signs, channel promotional videos, channel slogans, channel colors and other components. The formation of a long-term, stable, unified and convincing visual identification system is the basic premise to ensure the consistency of channel brand image. On the basis of unification, some elements in the system can be updated regularly.

Take Discovery as an example, its channel logo and slogan have undergone a long-term evolution at the same time: since its launch in 1985, the channel logo has been based on the letters of Discovery and the blue earth logo, as well as the blue lines symbolizing the ocean and the sky, and the initial slogan "Explore Your World" has been used to determine the keynote of the visual recognition system. Then adjust the channel slogan to "Nothing is better than Discovery Channel!" (There's no thrill like discovery), and then changed to "Entertain Your Brain". It was not until 28 that the slogan was changed to "The World is Just...Awesome" with the fourth change of the logo.

Therefore, TV channel packaging is the symbol of channel culture and the embodiment of channel cultural taste. First, it coordinates the colorful programs of the channel and unifies them in an organic whole. Second, plan the overall image operation of the channel and raise it to the cultural concept of the channel. Formalization and homogenization

At present, many domestic TV channels tend to put more energy into the form of expression, such as real shooting or combination of reality and reality, mainly blue tone or yellow tone, but for its content, they have not paid due attention to the humanistic connotation that the content should contain. The effect of packaging gives people the feeling that it is more than gorgeous, but its connotation is insufficient.

For example, when packaging, many channels use multiple stunts for the simple pursuit of visual impact, excessive pursuit of superficial luxury and creating momentum, but they repeatedly show some scenes that have long been overused and have no personality. High-rise buildings and crowded people are used to express the relevance of the city; To show beautiful scenery or heroic momentum, use the sunset in the canyon, the mountains and rivers, and the rivers rushing; The expression of a beautiful life is a family of three, home life and so on. Domestic TV channel packaging has fallen into the quagmire of formalization and convergence, and the road to innovation is still far away.

Lack of organic cooperation with editing and broadcasting

In TV channel brands, channel packaging and production only account for 2% of the whole packaging work, and the other 8% of daily maintenance needs to be completed by the channel itself. However, many channels do not seem to pay attention to daily maintenance, and even use some promotional videos as "plasters" to fill the advertising gap, which is really contrary to the original intention of packaging, but it is difficult to form an overall effect after spending money. Therefore, the cooperation between packaging and editing and broadcasting is very important, and good cooperation can add icing on the cake to the brand effect.

In terms of programming, Hunan Satellite TV has made many useful attempts. In 25, it took the lead in trying the programming mode of "programming season" in China, adopting the "4+3" programming mode, that is, arranging quarterly programming every day from Monday to Thursday; Arrange long-term programs from Friday to Sunday. At the same time, Hunan Satellite TV has created a unique double prime-time program arrangement, which arranges two brand programs in prime time to compete with other TV dramas for ratings, and then arranges a solo theater at 22: . Such a program arrangement made Hunan Satellite TV gain an absolute competitive advantage at that time, and it has since become a weather vane to lead the entertainment in the domestic TV industry.

lack of integrity and continuity

all presentation links in the channel must be systematic and holistic, and all packaging should be carried out around the overall concept. The disharmony or even conflict of color, image, style and other elements will inevitably lead to the confusion of the audience's visual system. How can we give the audience a relatively lasting and vivid brand impression?

in addition, the continuity of channel packaging is also very important in brand growth. The example of Discovery mentioned above shows the coherence and consistency of its basic elements such as channel positioning, logo, slogan and promotional film for more than 2 years. The problem faced by domestic channels is that the channel packaging is outsourced to companies, and the frequent replacement of channel packaging companies makes the continuity and overall consistency of channel brand growth a luxury, and the overall image of the channel is fragmented.

In terms of the consistency of domestic channel packaging, take Hunan Satellite TV as an example, its channel packaging is changing every year, from the theme of "Olympics" in 28 to "confidence" in 29 to the core word "departure" in 21, and "awesome" in 211. It can be seen that the packaging of Hunan Satellite TV has maintained a high degree of consistency in concept, style, elements and color system, which has not caused visual and psychological jumps of the audience, but the annual promotion can also make the audience feel the growth of the channel brand obviously and intuitively.

brand packaging of channels: the breakthrough skill of provincial satellite TV

At present, the competition among nearly 5 satellite channels in China is becoming more and more fierce. Facing the exciting competition in the TV market, provincial satellite TV wants to get rid of the localization limitation, dig the positioning gap and create the channel culture, which is concentrated in the acceleration of the revision pace.

In p>211, the TV channels that were greatly revised included: Chongqing TV, which took the red route; Positioning Henan Satellite TV as "cultural satellite TV and entertaining"; Sichuan Satellite TV, which advocates "great love", locates "China love"; Gansu Satellite TV, which is positioned as a "life" satellite TV, and Guizhou Satellite TV, which has just announced its revision and wants to create an "Apple" symbol. Among them, Gansu Satellite TV with subversive changes in channel packaging has become the highlight of many newly revised channels.

Gansu Satellite TV was revised on New Year's Day in 211, with the aim of "shaping a healthy lifestyle, leading the fashion life trend, serving the people's economic life and advocating a positive attitude towards life". Take "Better Life" as the core slogan of the channel, and derive secondary slogans such as "Health, Better Life", "Food, Better Life" and "Discovery, Better Life". It is applied to different promotional videos, adjusted and extended according to the needs of time periods and columns, and these concepts are introduced in a planned, phased and progressive manner, and deepened step by step to show the audience the various and all-encompassing concept of "big life".

Gansu Satellite TV, as a lifestyle type positioning, channel keywords directly reflect the channel concept of thinking and pursuing a better life. The keywords such as dream, freedom, growth, challenge, green, hope and love are positive, and around the core vocabulary of "Better Life", the brand positioning and beautiful image of Gansu Satellite TV Channel after the revision are displayed.

after the revision, the channel packaging of Gansu Satellite TV, which is based on the channel concept of "lifestyle", not only improves the quality of TV programs, but also makes every effort to create a unique and attractive channel image, effectively avoiding the homogenization competition between provincial satellite TV stations, and forming dislocation competition with the life channel of the ground station, which is closer to the mainstream consumer groups. Since the revision for half a year, the ratings of Gansu Satellite TV have been constantly refreshed, and it has achieved high popularity and good response among the audience. Adopting the brand channel packaging strategy has become a breakthrough skill for provincial satellite TV in stimulating competition.