频道包装——打造电视品牌的重要手段

• 作 者: 刘军 李清章
• 机 构: 天津电视台,天津电视台
• 出 处: 当代电视
• 发表日期: 2002年10期
• 关键词: 频道包装 电视品牌 电视节目 电视台节目 电视观众 频道特色 传播效益 天津电视台 整体包装 省级电视台

随着省级电视台节目纷纷“上星”,电视频道不断增多,电视观众对电视节目有了更大的选择余地,这就使电视媒体之间的竞争日趋激烈。如何树立品牌、强化品牌、推广品牌,从而达到争夺受众,最大限度地提高传播效益、社会效益和经济效益,成了众多电视媒体最为关注的问题。频道包装通过多种方式强化频道标识、突出频道特色,宣传节目、栏目和主持人,成为品牌推广的重要手段。

As provincial television programs have “starred” and television channels have been increasing, television viewers have greater choice of television programs, which has intensified the competition among television media. How to establish a brand, strengthen the brand, promote the brand, so as to reach the audience, to maximize the dissemination of benefits, social and economic benefits has become the most concerned about many television media issues. Channel packaging through a variety of ways to strengthen the channel logo, highlight the channel features, promotional programs, sections and hosts, an important means of branding.