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在电视频道竞争日趋激烈的今天,作为整合电视传播符号的电视频道整体包装．可以提升频道的形象,增强受众的收视愉悦．最终达到提升频道综合竞争实力的目的。杭州电视台影视频道始终注意自身整体形象的包装． AC尼尔森数据表明．频道晚间(17:00-24:00)平均收视率在当地名列前茅．并在2004年第二届电视国际包装作品展上获最具创新意识奖。频道标识是频道的传媒理念、市场定位、风格特征以及整体形象的抽象与概括。杭州电视台影视频道通过大量的调查、数据分析和专家论证．确认并加大力度推广“影视”对所有人来说都是一个“梦想”这一传播理念．把频道的基调定位在梦幻意境．标准色为紫色、黑色和紫色渐变,三者共同构成主色系,“这样既较好地诠释了影视频道传播形象, 又巧妙地体现出杭州特有湖光山色的文化意境”。
As the competition for television channels becomes more and more fierce, the TV channels as a whole have been integrated as a symbol of television broadcasting. Can enhance the image of the channel, enhance the audience’s pleasure. Ultimately to enhance the comprehensive competitiveness of the channel’s purpose. Hangzhou TV channel always pay attention to its overall image of the packaging. AC Nielsen data shows. Channel evening (17: 00-24: 00) average ratings among the local top. And in 2004 the second television international packaging exhibition was the most innovative awareness award. Channel identification is the media channel concept, market positioning, style characteristics and the overall image of the abstract and generalization. Hangzhou TV channel through a lot of investigation, data analysis and expert demonstration. Identifying and intensifying efforts to promote “film and television” is a “dream” communication concept for all. Positioning the tone of the channel in a fantasy mood. The standard colors are purple, black and purple gradient, the three together constitute the main color, “This not only better interpretation of the film and television channel to spread the image, but also cleverly embodies the unique artistic conception of Hangzhou lakes and mountains.”