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电视传媒的竞争已日趋激烈,在众多的频道中,如何让观众喜欢你、认可你、接受你,是每一个频道都在面临的重要问题。这种情况下,频道包装成为众多频道确立形象所共用的手段和方式。不可否认,以中央电视台为代表的一些频道做得比较成功,初步树立起了自己的形象。但同时我们更应该看到的是在当前频道包装中还存在相当多的问题和误区,致使很多包装没能完全发挥应有的作用,未达到策划者或操作者的预期效果。
The competition in the television media has become increasingly fierce. In many channels, how to let the audience like you, recognize you, and accept you are the important issues that every channel faces. In this case, channel packaging has become the means by which many channels establish a common image. Admittedly, some channels represented by CCTV have been more successful and have initially established their own image. But at the same time, we should also see that there are still many problems and misunderstandings in the current channel packaging. As a result, many packages failed to fully play their due role and did not meet the expected effect of planners or operators.