The Planning Research Of TV Channel Image Trailer

As the constantly development of the television industry, competition among channels is growing. Channels take the way of"brand"for more competitive. Channel manage can not do without channel image construction. Well, as the important component of TV brandimage design, channel image trailer play a vital role in displaying channel image, attracting people and promoteing marketing.Channel image trailer is not strange to media workers . Channel image trailer undergo decades of development. Each television station have realized the significance of the construction of their channel, in succession, to bring out their image trailer. These image trailer assume the attributes of variety ,standardization and simplicity. Many of them have good quality playing a major role in appearing channel style and promoting channel image. But as the same time, Channel image trailer still exist problems.Firstly, most of Channels image trailer can not completely attract audience, because they are lack of creative and individuality. Secondly, image trailer can not keep effective unification with other ingredients of channel packing. Some image trailers are well done,but they are out of touch with channel programme content, so communicating effcct is not good enough. In addition, image trailer exist a good deal of problems in distribution. They are played too few times or repeated too much and so on.Taking Channel image trailer as research object, the article explore the fabrication and mastermind of image trailer to solve the problems . Firstly, the text talks about necessity of image trailer interm of brand building and brand marketing, and defines the conception, type and feature of image trailer. Then the article mentions the existing problems, and puts forward the importance . Starting from the core location ,the text overviews differenct TV channels'content, audience and style. Then, after defining positioning of image trailer, the text illustrates the concept of creation and planning princilpe. Specific creation concept include outstanding channel orientation combined with channel spirit, revealing regional characteristic, expressing local characteristic and urban style, reflecting emotional appeal. Planning principles include the unity and characterization, continuity and variability, contracted and diversity. Besides , it discusses technique of expression and originality, reflects the personality and charm from the sound,picture,artistic and so on. Finally, it discusses the trailer's arrange and broadcast strategies, including time arrangement spatial layout, communication of particular event and marketing means to make trailer getting better communication effect.In addition, as the digital television's popularization, pay-TV enter the life of ordinary people. In the context of media convergence, fusion between TV media and network media produce a new media-IPTV. Besides, mobile TV is more universal. As the integration of telecommunication network,broadcast network and internet, the future development of TV channels become more diverse and complex. Right now, the fabrication of TV channel image trailer take on new features.