Tv program planning book 1 1. Common methods of TV program planning
1, brainstorming method.
It is a way of thinking created by American creative scientist Alex Osborne, and its core is a high degree of free association. Generally, through small meetings, participants can put forward various ideas, induce each other and pursue an idea. It requires prohibiting criticism at meetings, encouraging recklessness, generating more ideas, and purposefully selecting or recombining these ideas. This method is suitable for all kinds of social planning activities and has certain representativeness.
At present, its application in China TV industry is in the form of "external brain", which mainly refers to non-unit think tanks. Mainly give full play to the planning role of the "outside brain", closely cooperate with the professional production level of TV people, and strive for double benefits. The most typical example is telling the truth.
The reason why "Tell the Truth" has been enduring and outstanding since 1996 was launched is that besides Cui Yongyuan's hosting charm and management system, there is also a good planning team. This planning team is directly presided over by Cui Yongyuan, and at the same time, several "outsiders" with different ages, experiences, majors and genders are invited to make suggestions together. Such as sociologist, Zhao Xiyuan, who engaged in broadcasting after studying medicine, Zhao, who studied film and television, Tsunami, a student with military background, and Wu Erhan, a minority. They are specially responsible for the planning of program topics, and carefully plan each program together with the director, director and host of program production.
2. Investigation methods.
This method is to obtain relevant effective information through questionnaires and sampling surveys organized by planners, and then analyze these information to draw conclusions, and finally plan according to the conclusions of the survey. This method is often used for column phase investigation and column revision. Because of the high cost, ordinary columns are not needed.
3. Empirical method.
According to their many years' experience, the program planner finds out the places similar to this planning background, and combines the personnel quality, production funds, execution environment and other factors to plan. At present, this method is used in many columns intentionally or unintentionally, and its biggest drawback is that it is not easy to innovate and cannot get rid of the old pattern. The biggest advantage is high success rate and strong operability.
Second, thinking about the related issues of TV program planning
1, handle the relationship between producers and "external brain"
People-oriented is the primary symbol of modern scientific management. It is the unanimous voice of modern enterprise management to respect talents and give full play to their talents. Column producers borrow the external brain, give full play to the role of the external brain, handle the relationship well and make good use of talents.
Respect the "outer brain". In the case that the column does not have its own independent "inner brain", the outer brain is a talent, which should be respected especially because it is an "outsider". Producers should explain to the directors, directors and presenters the inherent shortcomings of production technology, achieve friendly cooperation and mutual respect, negotiate the overall planning of the program in a harmonious and active atmosphere, come up with more ideas and join forces. In the process of interaction between the "outside brain" and the insiders, the producer should preside over this ideological confrontation meeting. The "outside brain" is a "guest", so no matter whether the program planning is feasible or not, we should pay attention to it. For the temporary planning team, the producer can only "see what he sees", accept what is reasonable and creative, and temporarily put aside what is not constructive. For the long-term cooperative planning team, the producers should respect the "external brain" and make good use of it.
Use the "outer brain" well. Once the producer has established a long-term cooperative relationship with the "external brain", it is necessary to introduce a set of relevant management systems to facilitate the energy radiation of the "external brain". For example, the job responsibilities of the brain, the quantitative standards of subject division, and the planning reward standards should be clear, rule-based, systematic and transparent. The outside brain has the responsibility to study TV business more and cooperate closely with producers to make programs, especially to be creative.
In this way, producers can divide their work into three parts: first, program planning, second, program production and third, program marketing. If these relationships are handled properly, producers can conduct program marketing more effectively and ensure the normal blood circulation of the columns.
Just like corporate marketing planning, since TV programs have been commercialized, TV programs should look for selling points.
The biggest misunderstanding of many columns and programs is that they are not accurate in positioning and cannot grasp the audience. When looking for the selling points of the program, consider the following points:
The first is the broadcast time of the column. There are several programs that the audience likes to watch these days. Study them carefully, find out their weaknesses, and then turn them into advantages in your own column.
The second is whether the content of the report represents the strong psychological demands of most viewers. That is, the content of the report is similar to other columns, and whether the angle and starting point of the report are the same.
The third is the strength analysis of its own column. Whether the production level, financial resources and material resources of this column can compete with other similar columns, and whether it is possible to surpass them.
Fourth, there are no columns of the same type. For example, the unique style of the host, the theme of the report, and the means of packaging.
Once the selling point is determined, we should try our best to highlight the selling point. Other packaging methods, production techniques and structural arrangements should be centered around the selling point, serving and rendering the selling point, because what can impress the audience most is the "point" that you "sell" to the audience.
With the development of China's TV system reform and the implementation of the separation system of production and broadcasting, a large number of social program production companies will emerge, and a relatively standardized program trading market will emerge. The marketization of programs will inevitably require high-quality programs. Program planners will become a hot role in the TV talent market, and a TV program planning industry will be gradually formed and rapidly improved in recent years. Every program production company and TV station will set up a professional program planning agency, and the program production level and program quality of the whole TV industry will be greatly improved.
TV Program Planning Volume II I. Program Background
With the improvement of the whole social and economic situation and the continuous improvement of people's living standards, more and more people begin to pay attention to the quality of life. How to make food, clothing, housing and transportation more fashionable has become a topic that many young people are scrambling to discuss.
The appearance of credit card has become a brand-new financial management method. Many people benefit from spending first and then repaying, but at the same time, some people spend unreasonably, resulting in a vicious circle.
"DV One Card Line" will show you beautiful scenery, taste delicious food and buy beautiful things from a unique perspective, so that you can experience colorful life. At the same time, vigorously advocate healthy consumption and rational consumption, and strive to provide comprehensive and colorful information on tourism, leisure and entertainment for people in the Pearl River Delta region, and strive to create a paradise for travelers.
Second, the program positioning
(A) Type positioning
Variety entertainment programs; The theme of the program is rich, the techniques are diverse, the content is relaxed and lively, and the innovation is strong, which embodies the diversified personality life and shows the fashionable quality of life.
(B) the audience positioning
Mainly young people aged 20-45; They love fashion, follow the trend, like excitement, are enthusiastic and persistent, are willing to accept new things and dare to accept challenges. Watching and entertaining programs will refresh them. At the same time, this age group is also a loyal supporter and participant of variety entertainment programs.
(C) content positioning
Fashion travel
Happy shopping
Healthy gourmet
(4) Plan slogan
DV card line, play all over the Pearl River Delta!
(V) Program characteristics
Strong interaction and fashion sense.
Entertainment and practicality
Clever combination with the network, strong popularity.
(6) the direction of the host
Young, fashionable, friendly, able to mobilize the atmosphere of the scene, dressed differently (a man and a woman host)
Third, the program form and composition
(1) program form
Weekly radio program
Each program lasts 45 minutes.
(2) Program segment
Tourist passage
This paper introduces the tourist scenery, historical background, urban customs, characteristic buildings, colorful characters and customs and bus routes of various tourist attractions in the Pearl River Delta.
Shopping channel
Introduce the commercial shopping plaza in the Pearl River Delta and grasp the fashion trend.
Gourmet channel
Introduce the delicacies in the Pearl River Delta, mainly from Shenzhen; Because Shenzhen is a typical immigrant city, hometown dishes from all over the country can be eaten here. Besides, Thai food, Vietnamese food, Korean food, Japanese food and all kinds of Chinese and western fast food can be seen everywhere here.
(iii) Participants
Using location shooting, the two hosts always connect the programs in series.
Contestants: Choose four contestants for each program.
Each contestant will bring about 10 people (4 founders), and the audience will be organized by schools, institutions, enterprises and sponsors. It is best to focus on young audiences, because they are passionate, active and quick-thinking, which helps to create a live atmosphere and is an indispensable element of the program. It is best for a team to be composed of people from the same unit, who know each other and are easy to cooperate. It can also be participated by program production units and temporary teams.
(4) Program framework (in cooperation with World Wide Web)
The first paragraph: tourist passage 18 minutes
At the beginning of the program, the host searched the website for the tourist attractions to go. Choose four contestants to participate in the program every week, and let them find the same thing in the place designated by the host. After the players got the question, they began to look for it separately. In the process of finding them, the contestants need to introduce the whole scene. In the end, the person who takes the shortest time and introduces the most comprehensively will get the beautiful prizes sent by the program.
This environment not only challenges people's logical reasoning thinking, but also tests one's eloquence. During the whole activity, the contestants are not only participants, but also commentators in the scenic spot. The whole process is entertaining and challenging.
Part II: Shopping Channel 12 minutes
The host continued to search online and found the shopping mall (specialty store or supermarket) where the current program was going; Then bring four contestants to the scene and let them choose what they need most (big cars, home appliances, small clothes, ornaments) at designated places. Everyone can give a good reason to buy this product. The player who can convince the staff best can enjoy the VIP price in the shopping mall (specialty store or supermarket), and finally pay the bill with a credit card, and the link is over.
This link has achieved a win-win situation, providing a cheap shopping platform for players and an implantable advertising platform for merchants. The credit card of the program investor is also very cleverly integrated into the program.
The third issue: food channel 10 minutes.
The host selected several hotels (restaurants) on the Internet, and each hotel (restaurant) had its own characteristic pictures. Several players can express their opinions while watching. Finally, the host summarizes the opinions of the four contestants and determines the hotel (restaurant) to go to.
At the hotel (restaurant) site, everyone spoke highly of its environment, service, dishes and price. At the end of the program, food information is released, and the host swipes the card to settle the bill. This link is over.
In this session, we will collect distinctive foods through various channels, let the camera take the audience across the streets to appreciate all kinds of foods, and present these delicious foods with great characteristics and tastes to the audience at the first time.
Four. Project management and promotion
The target audience of DV one-card line is fashionable young people, who follow the fashion consumption trend and are willing to accept new things and products, especially white-collar workers with strong spending power, which will be very attractive to manufacturers who provide goods. In particular, tourist attractions, shopping malls, major catering industries and IT products and service manufacturers in the Pearl River Delta will be interested in this plan.
(1) advertising form
First, the column title, special broadcast, corner hanging
B, event sponsorship
C. Offer prizes
D, product placement (soft advertisement introducing scenic spots)
E-commerce information
(2) Activity marketing and promotion
A cooperate with travel websites to provide online viewing, downloading, click counting, message leaving and other functions.
B, TV stations, radio stations, newspapers (TV news), travel magazines and other related media regularly cooperate to report.
C. Jointly launch large-scale interactive activities with travel websites, fashion magazines, outdoor clubs and travel agencies;
Walking on the Road (Backpacker)
"DV travel style"
"I'm good at cooking."
“20xx rush”
Create "China backpack idol": give a fixed tourism fund, recruit audience through various interactive ways, and recruit audience to experience tourism with limited tourism fund. We can combine the current hot tourist spots to make tourist routes, so as to recruit tourists to build personalized tourism plans and teams, and finally realize our own tourism goals. At the same time, the visibility of the program plot is ensured through the setting of rules and tasks, and certain service is brought out through participating in the audience's experience.
Verb (abbreviation of verb) column title
The title fee is 2.2 million/year.
Sixth, customers return goods.
The naming right of 1, 52 issues a year.
2. Hold quarterly competition, * * * four times.
3. Product placement in each program.
4. Program transition in the form of cards.
5. The shooting background of the program
6. The shooting location is introduced in the host's cross talk.
7, the program hangs.
8. Credits
9, the program image propaganda film
10, publicized by Shenzhen TV Citizen Weekly.
1 1. In the background version of the competition, CITIC's LOGO and the organizer