At present, TV packaging has become one of the most commonly used concepts in TV stations, TV program companies and advertising companies. When it comes to packaging, everyone seems to know its meaning, but few people do further research and discussion on the definition, connotation and extension of TV packaging and its functions. In fact, packaging is a borrowed word. Packaging in a broad sense refers to the packaging of products. The reason why packaging is used in TV is because the packaging of products has something in common with TV. Its definition is to standardize and strengthen the overall image of TV programs, columns, channels and even TV stations. These external formal elements include sound (language, acoustics, music, sound effects, etc.). ), image (fixed the picture, moving picture, animation), color and other elements.
The packaging of TV programs, columns and channels can play the following roles: (1) highlight the individual characteristics and characteristics of their own programs, columns and channels; Establish and enhance the audience's ability to identify their own programs, columns and channels; Establish the brand status of your own programs, columns and channels; Make form packaging and programs, columns and channels an organic part; The packaging of good programs, columns and channels can be pleasing to the eye, and it is a beautiful work of art in itself.
Packaging is the need of the development of TV media and the symbol of the maturity and stability of TV programs, columns and channels. Nowadays, TV viewers have to face dozens of TV stations and channels every day, especially dozens of types of programs and columns. There is fierce competition among stations, channels and columns. The audience has both active choice and great blindness. In this case, the role of packaging is self-evident. Paying attention to the packaging and advertising of goods is a necessary strategy for businesses. The packaging of TV programs, columns and channels should be similar to the development of commodities. As dozens of channels broadcast at the same time, TV viewers choose you, which is your success; Without you, all your efforts and inputs are equal to zero. An important condition for the audience to choose you is to know you, and packaging is the most direct means to know you.
Second, television packaging elements
1. Image logo. Whether it is a program, a column or a channel, there is a CI image design, which is the most basic image symbol and the element of packaging. Under different circumstances, image signs have various changes, but the elements of "packaging" are generally relatively stable. The image logo of the channel is usually displayed on the corner sign and the left picture at the end of the program. For example, the earliest image symbol of CCTV is the changing track of electronic graphics. Good image logo design can make people unforgettable, deeply rooted in people's hearts, enable viewers to quickly judge what programs, channels and channels they watch, and facilitate viewers to capture what they want to watch at once, so image logo design is very important for TV packaging. The image logo is most commonly used in the upper left corner of the TV screen, and can also be used in the packaging propaganda film of the channel and scrolled in the channel. Because the image logo of any station has the highest frequency, the greatest influence, the most impact and influence, it can promote and strengthen the channel, on the one hand, it can enhance the sense of paragraph and rhythm of programs or columns, and at the same time, it can make unrelated programs or columns merge together under a unified logo to enhance the integrity of the channel. In TV packaging, the design and production of image signs should be the focus. Its basic requirements are striking, concise, distinctive and contemporary. It would be better if local stations or professional channels can reflect some local or professional characteristics.
2. color. According to the positioning of channels, columns and programs, the main color of packaging is determined. The main color can be monochrome or composite color. For example, CCTV 1 is a news-based comprehensive channel, so the main color is blue, highlighting the calm and objective image; CNN is basically blue; Literary channels and columns are generally warm colors with bright colors; Phoenix Terrace is dominated by bright yellow; The life channel recently launched by Beijing Cable TV Station takes light blue and light yellow as the keynote, advocates pure quietness and fashion, and is based on the city and young audiences. Therefore, color design is one of the basic elements of TV packaging. Its basic requirements should be harmonious, bright, eye-catching, but not dazzling, consistent with the tone of the whole program, column or channel, consistent with the style of the program, column or channel or effectively supplemented.
3. sound. Sound includes language, music, acoustics, sound effects and other elements. Sound plays a very prominent role in TV packaging. A good TV package, music should be organically combined with image design and color matching, so that the audience can judge what channel and what column it is without looking at the picture. As soon as you listen, it will make you feel very intimate and make the audience feel that your close friends are calling you. To do this, first of all, the design should conform to the positioning of channels or columns, and strive to achieve high quality; Second, we should maintain relatively long-term stability, because time can cultivate the audience and ultimately shape the image brand of sound.
A good music image of TV programs and channels should also pay attention to highlighting regional, ethnic and cultural characteristics, absorbing the essence of music that has been circulated for many years, and paying special attention to unifying the rhythm of sound with the style and rhythm of their own programs and channels. The melody should be as concise as possible, never forget it, keep listening, and it will always be new.
Three, the program, column, channel packaging form
There is no unified view on how many forms TV programs, columns and channels are packaged, but in general, they should include the following forms:
1. Location setting and appearance mode design of channel signs based on image signs.
2. The image propaganda film of TV station or TV channel.
These promotional videos can be divided into the following categories:
(1) abstract channel promo. For example, the films such as "Inheriting Civilization, Pioneering and Innovating" and "Tangible World, Infinite Scenery" broadcast by CCTV now seem to have no specific station name, which determines the communication concept and intangible image of TV stations.
(2) specific image propaganda film. It can include four aspects: first, the call sign propaganda films of specific channels and TV stations, such as "You are watching China CCTV now" and "CCTV sincerely serves you" supported by music, pictures and sounds. The second is the channel propaganda film composed of our own TV host and famous brand column title; The third is the combination of report content and pictures. If there is a news channel, they will combine their own reports of the most classic pictures of world news to make channel videos. For example, the second program of CCTV was identified as "Economic Life Service Channel", and a film with a peaceful rhythm and beautiful pictures was produced as a channel propaganda film.
(3) image promotion of channels. In other words, the main signs of TV stations are relatively unified in the channels with their own characteristics and placed on the left picture after the program. When packaging the second set of programs, CCTV designed a left picture composed of CCTV, CCTV and channel positioning for the whole nine sets of programs. Among them, the font logo of CCTV and CCTV is unified, and the channel positioning and channel number are different. Each picture on the left is 3-5 seconds, which is a channel of CCTV as a whole, and specifically identifies which channel it is, and broadcasts it after each program.
3. General title. The general title is used as the title when the channel starts broadcasting and when the important period of the channel starts. It should reflect the positioning, concept, content and even channel style of a station and a channel. The general name of CCTV includes the unified packaging content of the channel and the national flag and national anthem played before the news broadcast. This is one of the most important channel packaging signs of CCTV. It is not only the propaganda of the national flag and national anthem, but also an important symbol of CCTV as a national television station.
4. Morning songs and evening songs. This is a packaging form that allows viewers to easily and naturally adjust their viewing status through beautiful music and pictures with program previews before and after the broadcast. CCTV began to launch morning songs and evening songs from 1 June, 9981,which has become an integral part of CCTV's overall packaging.
5. Program guide in TV channel. Usually, we call this kind of guide a TV guide, which is also one of the packaging forms. Because of the high broadcast frequency of the program guide, the audience can be guided to watch it, and at the same time, the image propaganda of channels and stations can be strengthened through the repeated channel propaganda films in the program guide.
6. Please enjoy it. There will always be some gaps in the broadcast of a station or a channel to ensure the timely broadcast of the next column. Making good use of this gap so that viewers can enter the next column without changing channels is something to be considered in TV packaging. This is "Please Enjoy" which is often broadcast by various stations. Starting from 1998, CCTV began to incorporate Please Enjoy into the overall program packaging, and unified the design style, including subtitle style, image quality requirements, music configuration, etc. The content is changed regularly, which plays the role of packaging tidbits throughout the channel.