The film and television program packaging analysis at home and abroad The concept of a TV program, packaging

TV channel packaging is a column of TV channel, and even the whole image of the television to an external form elements in specification and strengthening. TV packaging is defined as the television programs, columns regulate and strengthen the external form factor, these factors including voice, image, color, and many other factors. Show departments to meet the needs of TV media development rule and the audience ratings, the content and the characteristics of the channel, with distinct form, to overall introduction and publicity of channel, and the content are carefully edited and beautification. Channel package consists of the following parts: identify channel, channel image films, feature films, slogan and personalized music channel, trailers, subtitles, colour and substrate such as recognition elements. TV channel package is the television channel brand logo, the logo as enterprise CIS recognition system, is a design and build a perfect image of the channel. Is to include concept, behavior, and visual channel, standardize the external form factor, is the channel to improve the social reputation, expand the social influence and attract more audience has taken a whole rendering method.

Second, the TV column packing element

(a)image identification

Concept recognition system based on the positioning of the enterprise concept to convey enterprise tenet, spirit and goals. The recognition system is widely applied to the television column packing, such as CCTV's "inheriting civilization, pioneering and innovative", China central television (CCTV) - 3 "comprehension of art, cheerful heart", hunan satellite TV's "happy China".

Through the enterprise behavior recognition system with foreign participation and internal organization, management, education and other activities to show the unique enterprise image. TV program application behavior recognition system, mainly reflected in the host and exit reporter packing, they face the camera every day represents the image of the column, the host the actual social and interpersonal sex with affinity, relates to the communication effect of column.

Visual recognition system is one of the most important, TV channel in positioning, concept, purpose, under the domination by sticker, opening to show the image of the column. Both programs, columns, channels have a CI image design, also is the symbol of the most basic, it is an essential factor for a packaging. Symbol in different situations, there are all sorts of change, but the "packaging" constitute the elements of general is relatively stable. Good image logo design, can you'll never forget, that can quickly determine the audience to see what's the show, what channels, what platform, facilitate audience catch suddenly want to see the show, so the image of the logo design for TV packaging is very important. Such as China central television (CCTV) is the identity of the unified China central television (CCTV), and each channel with the serial number is arranged from 1 to 12; Although phoenix satellite TV channels are in the modelling of the basic identity, but information set and movies set in colour and form was deduced; Zhejiang satellite TV in a different color squares Z (" zhejiang ", the first letter is the representative of the qiantang river) as the basic identity, but each channel has its own representative colors, including education technology channel and a children's channel in "Z" word on the basis of the appropriate change, already so keep the channels and the unity of machine, also highlighted the independence of each channel.

(b)the color

According to the channels, columns, positioning, determine the mass-tone attune of the packaging. Main colors can be monochrome, also may be composite color. As a news comprehensive channel of CCTV, so its mass-tone attune is given priority to with blue, highlight the image of a calm, objective; CNN is basic blue tone; Literariness of channels and columns in the general case is warm color to move, relatively gorgeous colour; Phoenix palace is the mass-tone attune of the gorgeous yellow for yourself; Beijing cable television recently launched channel of life, is a pale blue, yellow gives priority to tone, promoting pure static, fashion, based on the urban young viewers and audiences. So, is one of the basic elements of the TV packaging color design. Its basic requirements should be color coordination, distinctive, engaging, but not dazzling, with channel, column, or the tone of the whole program, can keep consistent with the style and programs, columns, channels or give effective supplement.

(c)the voice

Sound, including the element such as language, music, sound and sound effects. Sound on the TV packaging plays a very prominent role. In good packaging TV, music and image design, colour collocation organically as a whole, need not see the picture, what the audience can determine what channels and columns. To let you have a friendly feeling, let the audience feel my close friend is calling themselves. To do this, first is to conform to the channel or column in the design of positioning, strive to achieve high quality. Second it is to maintain a relatively long and stable, because time can cultivate the audience, can ultimately shape the image of the brand sound. Good TV channel, music image, but also should pay attention to highlight the characteristics of regional, ethnic, cultural, attention from many years of music essence, pay particular attention to the rhythm of the sound with his own channel programs, the unity of the style and rhythm. Melody as far as possible concise, strive to ear does not forget.

Third, column packing problems and solutions

Have to say that in recent years, China's TV channel packaging cause made remarkable achievements, but the aura can cover up the flaws. At present, the domestic many television stations on the channel to the overall image packaging, no long-term planning, the sense that gives a person always happen overnight, "the pursuit of fast - basic is one year one or two change. And target blind television media to the not mature packaging company as a blind cat was caught in a dead mouse. For packaging and packaging, not for the brand packaging, not for the marketing and packaging, nor under the marketing target of packaging, this lack of expected planning and from the practice of marketing target, currently in the domestic television channel packing is very obvious, is also extremely to be solved problem.

So in the column packing, should follow the following principles: (1) unified principle: with the unity of the overall image of CI design; Channel in each column, show packing elements in sound, image, color should be relatively uniform; The unity of the whole sets of each channel, a table may have several channels, each channel content have different positioning, but representing the whole image, voice and so on various channels should be unified. Based on the various channels according to their characteristics and positioning to highlight the characteristics of the channel. The Taiwan image than channel image, image channel image is greater than the program. (2) the principle of specification: want to have a relatively scientific and normative design, various aspects should have specific and detailed regulatory requirements; Enforce design specification, all the units must carry out compulsory means and clear requirements; Have the packaging standard formulation and implementation of institutions and the enforcement of

the department. (3) the gradient principle: everything is not immutable, packing also is such. But this change is a gradual process, and is by no means a mutation. Gradient should be considered: to adopt new technology to make the original packaging form more modern and fashion, but don't change frequently, in do not lose the original design mode based on slightly more modern and more eye-catching deformation; New forms of packaging before use alternately can use the old and new, used to the new fully accepted by the audience recognition, in completely abolish the old. (4) advanced principle: the design concept and advanced technical means, advanced ideas and modern technical equipment, fully tap the computer non-linear editing system of talents, is the basic guarantee to realize a channel package. (5) characteristic principle: highlight their own characteristics, play TeSePai, can stand in many taichung. According to different location, different cultural background and ethnic folk to highlight their own characteristics.

国内外影视栏目包装分析

专业：数字媒体艺术学号：7033410032 学生姓名：郜孝旭指导老师：李和平

一、电视栏目包装的概念

电视频道包装是指对电视栏目、频道甚至是电视台的整体形象进行一种外在形式要素的规范和强化。电视栏目包装的定义是对电视节目、栏目外在形式要素的规范和强化，这些要素包括声音、图像、颜色等诸多要素。节目主管部门适应电视媒体发展规律和观众收视需求，对节目内容和频道特点，采用鲜明的节目形式，对频道进行整体介绍和宣传，并对节目内容进行精心编排和美化。频道包装由以下几部分组成：频道标识、频道形象片、频道宣传片、频道广告语以及频道个性化音乐、片花、字幕、色彩和衬底等识别元素。电视频道包装就是电视频道的品牌标志，而这种标志就像企业识别系统CIS一样，是经过设计制作而建立的一种完善的频道形象。是对包括理念、行为、视觉等频道外在形式要素的强化规范，是频道为提高社会声誉、扩大社会影响、吸引更多观众所采取的一种整体渲染手段。

二、电视栏目包装要素

（一）形象标识

理念识别系统通过对企业理念的定位来传达企业的宗旨、精神和目标。这种识别系统被广泛应用到电视栏目包装里，如CCTV的“传承文明，开拓创新”、CCTV—3的“感悟艺术，愉悦心灵”、湖南卫视的“快乐中国”等。

行为识别系统通过企业对外参与及对内组织、管理、教育等活动来展示企业独特形象。电视栏目应用行为识别系统，主要体现在主持人和出境记者的包装，他们每天面对镜头代表了栏目的形象，主持人实际社会性和人际性于一身具有亲和力的传播者，会关系到栏目的传播效果。

视觉识别系统是最重要的，电视栏目在频道定位、理念、宗旨的支配下，通过台标、片头来展示栏目形象。无论节目、栏目、频道都有一个CI形象设计，也就是最基本的形象标志，这是构成包装的要素。在不同的情况下，形象标志有各种变化，但“包装”构成的要素一般是比较稳定的。好的形象标志的设计，能使人过目不忘，深入人心，能使观众快速判断出自己看的是什么节目、什么频道、什么台，便于观众一下子就捕捉到想要看的节目，所以形象标志设计对于电视包装是非常重要的。比如中央电视台的标识统一是CCTV，而各个频道则用序号排列从1-12；凤凰卫视的台标虽然都以凤凰造型为基本标识，但资讯台和电影台又在色彩和形态上进行了一定的演绎；浙江卫视以不同颜色的方块加Z（“浙”字的第一个字母，又是钱塘江的代表）为基本标识，但每个频道有各自的代表颜色，其中教育科技频道和少儿频道在“Z”字的基础上进行了适当的变化，这样既保持了频道和台的统一性，也突出了各频道的独立性。

（二）颜色

根据频道、栏目、节目的定位，确定包装的主色调。主色调可能是单色，也可能是复合色。如中央台一套是新闻为主的综合频道，所以其主色调以蓝色为主，凸显一种冷静、客观的形象；CNN基本也是蓝色基调；文艺性的频道和栏目在一般情况下是暖色调，色彩相对艳丽一些；凤凰台是以艳丽黄为自己的主色调；北京有线台最近推出的生活频道，是以淡蓝、淡黄为主的基调，推崇纯静、时尚，立足于城市观众和青年观众。所以，颜色设计是电视包装的基本要素之一。它的基本要求应该是颜色协调、鲜明、抢眼，但不刺眼，能与整个节目、栏目或频道的基调相吻合，能保持和节目、栏目、频道的风格相一致或给予有效的补充。（三）声音

声音包括语言、音乐、音响、音效等诸元素。声音在电视包装中起着非常突出的作用。在好的电视包装中，音乐应和形象设计、色彩搭配有机地成为一个整体，无需看到画面，观众就能判断出是什么频道和什么栏目。一听就让你有亲切感，让观众感到是自己的亲密朋友

在呼唤自己。要做到这一点，一是在设计时要符合频道或栏目定位，力求达到高质量；二是要保持相对的长久和稳定，因为时间能培养观众，能最终塑造声音的形象品牌。好的电视栏目、频道的音乐形象，还应注意突出地域、民族、人文特色，注意汲取多年流传的音乐精华，尤其要注意使声音的节奏与自己的节目、频道风格和节奏的统一。旋律尽可能的简洁，力争过耳不忘。

三、栏目包装存在的问题及解决办法

不得不说，中国电视频道包装事业近年来取得了令人瞩目的成绩，但光环掩盖不了瑕疵。目前，国内许多电视台对其频道进行整体形象包装时，并没有长远规划，给人的感觉总是一蹴而就：追求快——基本是一年一换或两换。而且，目标盲目的电视媒体找上了并不成熟的包装公司恰如瞎猫遇上死耗子。为包装而包装，而不是为品牌而包装，不是为营销而包装，更不是在营销目标下的包装，这种缺乏预期策划和脱离营销目标的做法，目前在国内电视频道包装方面很显见，也是极待解决的问题。

那么在进行栏目包装的时候，应该遵循以下几点原则：①统一的原则：与全台整体形象CI设计的统一；频道中各个栏目、节目的包装要素无论从声音、形象、色彩应该相对统一；全台各个频道的统一，一个台可能有几个频道，各个频道的内容有不同定位，但代表全台形象的标志，声音等各频道应该统一。在这个基础上各个频道根据自己的特点和定位来突出频道特色。台的形象永远大于频道形象，频道形象大于栏目形象。②规范的原则：要有相对科学、规范的设计，各方面都要有具体细致的规范性要求；强制推行设计规范，全台要有必须执行规范的强制性手段和明确要求；要有制定和推行包装规范的机构和强制实施部门。③渐变原则：任何事物都不是一成不变的，包装也是如此。但这个变化过程是一个渐变过程，而绝不是突变。渐变应考虑几点：采用新的技术手段使原有的包装形式更现代更时尚，但不要更换频繁：在不失原设计模式基础上略作更现代更醒目的变形；推出全新的包装形式之前可采用新旧交替使用，使用到新的完全被观众认可接受，在彻底废掉旧的。④超前原则：设计理念和技术手段超前，超前的创意、现代的技术设备、充分挖掘电脑非线性编辑系统的人才，是实现一个频道包装的基本保证。⑤特色原则：突出自己的特色，打好特色牌，才能在众多台中站住脚。可以根据不同的地理位置、不同的文化背景和民族民风来突出自己的特色。