电视频道的竞争,不仅仅指节目内容、节目资源的竞争,更重要的是电视频道的形象竞争,这其中电视包装起到了至关重要的作用。电视包装正与品牌节目、独播剧、大型活动一起成为塑造频道品牌的重要组成部分。尽管电视包装的观念愈发深入人心,但对于一些电视台或频道来说,令人困惑的是花费大量人力物力财力制作的一整套宣传片在播出 Television channel competition, not only refers to the program content, program resource competition, more importantly, the television channel image competition, which TV packaging has played a crucial role. TV package is with the brand programs, independent broadcast drama, together with large-scale activities to create an important part of the channel brand. Despite the growing popularity of the concept of television packaging, for some television stations or channels, it is puzzling to spend a lot of manpower, financial resources and production of a full set of commercials on the air