Brain recognition system: clear positioning.
Channel mental identification system is the concept orientation of the purpose and spirit of TV media communication, which runs through the activities of channel production, communication and management. Including 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 own unique style, shaping their own brand image and forming their own influence.
When it comes to the concept of channel, we have to mention-BBC, a model of public radio and television service. Its concept of "serving the public" has laid a solid foundation for public radio and television services in Europe and even the world. BBC's broadcasting principles have always been "beneficial to the public", "independent of the government" and "not pursuing commercialization".
Under such a channel concept, the BBC is posing as the creator of British "soft power" and the defender of values, and has become a good supplementary form of government propaganda. The BBC's propaganda concept is not only slogans, but also runs through its programs and channel packages.
Behavior identification: focus on the owner.
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 way the channel shows its ideas to the audience. Ideas are just slogans. To turn slogans into practice, we must embody them with actions.
The behavior identification of TV channels is embodied in the form of programs, hosts and publicity activities. Among them, the host, as a direct bridge between the channel and the audience, integrates sociality and interpersonal skills and becomes the top priority of the channel's behavioral identity. Many channels regard cultivating well-known brand hosts as an important strategy for channel packaging.
In the United States, the host with brand value is often the symbol of this column. For example, whenever mike wallace is mentioned, he will think of CBS's 60 Minutes program. What's more, many TV programs are named after the host and created under the influence of the host. For example, the Tonight Show by Jay Leno (NBC) and Larry King (CNN).
Visual Identification System: Coordination and Unity
Channel visual identification system is an important means and link to locate and strengthen the overall image of TV stations, and it is also an important strategy to establish TV brands. This system includes channel image identification, channel propaganda film, channel slogan, channel color and other components. Forming 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 advertising language have undergone a long-term evolution at the same time: since the launch of 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 original advertising language "Explore your world" has been used to determine the tone of the visual identification system. Then adjust the channel slogan to "Nothing is better than Discovery Channel!" (I didn't find that pleasure), and then changed it to "entertain your brain". It was not until 2008 that the slogan was changed to "the world is just" ... great "and the symbol of the fourth change.
Therefore, TV channel packaging is the symbol of channel culture and the embodiment of channel cultural taste. First of all, it coordinates the colorful programs of the channel and unifies them into an organic whole. Second, plan the overall image operation of the channel and rise to the cultural concept of the channel. Formalization and homogenization
At present, many domestic TV channels tend to pay more attention to the forms of expression, such as real shooting or combination of reality and reality, blue tone or yellow tone, but the humanistic connotation that the content should contain has not been paid due attention. The effect of packaging gives people the feeling that it is much more gorgeous and has less connotation.
For example, when packaging, many channels used multiple stunts in order to pursue visual impact, excessive pursuit of superficial luxury and create momentum, but they repeatedly showed some scenes that had been overused and had no personality. Tall buildings and crowded people are used to express the relevance of the city; To show beautiful scenery or heroic momentum, use the sunset, mountains and rivers in the canyon to run; The performance of a good life is a family of three, home life and so on. Domestic TV channel packaging has fallen into the quagmire of standardization 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 only accounts for 20% of the whole packaging work, and the other 80% of daily maintenance needs to be completed by the channel itself. However, many channels do not seem to pay much attention to daily maintenance, and even use some promotional videos as "plasters" to fill the gaps in advertisements, which really goes against the original intention of packaging, but it is difficult to form an overall effect after spending money. Therefore, the cooperation between packaging and editing is very important, and good cooperation can add icing on the cake to the brand effect.
In terms of program production, Hunan Satellite TV has made many useful attempts. In 2005, the program mode of "program season" was first tried in China, and the program mode of "4+3" was adopted, that is, quarterly programs were arranged every day from Monday to Thursday; Arrange long-term programs from Friday to Sunday. At the same time, Hunan Satellite TV has created a dual prime-time program arrangement, in which two brand programs are arranged to compete with other TV dramas for ratings, and then a solo theater is arranged at 22: 00. Such a program arrangement gave Hunan Satellite TV an absolute competitive advantage at that time, and it has since become a weather vane to lead the entertainment of the domestic TV industry.
Lack of integrity and continuity
All the presentation links in the channel must be systematic and holistic, and all the packaging should be carried out around the overall concept. The disharmony or even conflict of color, image and style will inevitably lead to the confusion of the audience's visual system. How can we leave a relatively lasting and vivid brand impression on the audience?
In addition, the continuity of channel packaging is also very important in brand growth. The example of Discovery mentioned above illustrates the consistency and consistency of its basic elements such as channel positioning, logo, advertising language and promotional film for more than 20 years. The problem faced by domestic channels is that channel packaging is outsourced to companies. The frequent replacement of channel packaging companies makes the continuity and overall consistency of channel brand growth a luxury, and the overall image of channels is fragmented.
As for the consistency of domestic channel packaging, take Hunan Satellite TV as an example, its channel packaging changes every year, from the theme of "Olympic Games" in 2008 to "self-confidence" in 2009, to the core word of 20 10, and then to "geili" in 201. 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, and has not caused the audience's visual and psychological leap, but the annual promotion can also make the audience feel the growth of the channel brand obviously and intuitively.
Channel brand packaging: the breakthrough of provincial satellite TV
At present, the competition among nearly 50 domestic satellite channels is becoming increasingly fierce. In the face of brilliant TV market competition, provincial satellite TV wants to get rid of localization limitations, tap the positioning gap and create channel culture, which is embodied in the accelerated pace of revision.
20 1 1 The TV channels with large revisions are: Chongqing Satellite TV taking the red route; Positioning Henan Satellite TV as "cultural satellite TV, entertaining 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 just announced its revision and wants to create an "Apple" symbol. Among them, Gansu Satellite TV, which has undergone subversive changes in channel packaging, has become the highlight of many newly revised channels.
Gansu Satellite TV was revised on 20 1 1 on New Year's Day, with the aim of "shaping a healthy lifestyle, leading the fashion life trend, serving people's economic life and advocating a positive attitude towards life". Taking "Better Life" as the core slogan of the channel, secondary slogans such as "Health, Better Life", "Food, Better Life" and "Discovery, Better Life" are derived. Apply it to different promotional videos, adjust and extend it according to the needs of time periods and columns, introduce these concepts in a planned, phased and step-by-step manner, and deepen them step by step to show the audience the diverse and all-encompassing concepts of "big life".
As a lifestyle orientation of Gansu Satellite TV, 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 revision are displayed.
After the revision, Gansu Satellite TV carried out channel packaging around the channel concept of "lifestyle", which not only improved the quality of TV programs, but also made every effort to create a unique and attractive channel image, effectively avoiding the homogenization competition between provincial satellite TV stations, forming dislocation competition with the life channel of terrestrial TV stations, and being closer to the mainstream consumer groups. Since the revision for half a year, the ratings of Gansu Satellite TV have been constantly refreshed, which has achieved high popularity and good response among the audience. Adopting brand channel packaging strategy has become a breakthrough skill for provincial satellite TV in stimulating competition.