论文部分内容阅读
创作定位:南通电视台2008年整体改版.此次改版的目的:打造频道整体形象.提升频道的识别力.跟进频道贴近性、本土地域文化战略是本次改版的着手点。从而提高频道运营的高效益管理模式,最终达到提高收视份额!我们按照“包装”本身的规律和要求,将其分解为三个重要体系:一:策略体系(市场分析、竞争力分析、核心定位、品牌理念等);二:管理体系(logo设计、id演绎、节目编播等)三:宣传体系(形象宣传片、节目片头、主持入宣传、大型活动等)。根据以上这些分解.能够更加全面细致地与频道的需求紧密对接.使频道拥有具备实际意义的选择权与掌控权。在频道品牌建设和形象推广的高效实施拥有充分保障的基础上.真正实现促进频道收视、提升电视品牌经营竞争力。在跟进频道的贴近性上,我们做了一系列本土地域文化的宣传片和文化id,如苏通大桥篇,板鹞风筝篇等.都是根据当地本土地域人文艺术气质的基础上做的创意,音频识别也做了很多方面的调整,加大了音频的识别性…最终将塑造成整体的形象品牌!
Creation Positioning: Nantong Television overall revision in 2008. The purpose of this revision: to create the overall image of the channel to enhance the channel recognition. Follow-up channel close to the local culture strategy is the starting point of this revision. So as to improve the high-efficiency management mode of channel operation, and finally achieve the increase of audience share. According to the rules and requirements of “Packaging ”, we decompose it into three important systems: 1) Strategy System (Market Analysis, Competitiveness Analysis, Core positioning, brand concept, etc.); two: management system (logo design, id interpretation, programming, etc.) Three: publicity system (image videos, titles, presided over the publicity, events, etc.). According to these decompositions, the channels can be more fully and carefully interlinked with the needs of the channel, so that the channel has a practical choice and control. In the channel brand building and image promotion of efficient implementation with full protection on the basis of the real promotion of channel ratings, enhance the competitiveness of the TV brand management. In the follow-up to the channel, we made a series of videos and cultural id of local culture, such as the Sutong Bridge and the Bohai Kite, etc. They are all based on the local arts and culture of the local community Creative, audio recognition has done a lot of aspects of the adjustment, increased recognition of audio ... will eventually shape the overall image of the brand!