From Broadcast Packaging

The two types of TV program packaging, on-air and off-air, serve the purpose of program branding and marketing by creating a visual identification system. The difference, by definition, is that on-air packaging utilizes TV media itself while off-air packaging resorts to other media than TV. After nearly two decades'evolution and development, the on-air systems of many TV channels are well-established and effectively operated. However, impacted by the fast rising new media and escalating media competition, the TV industry would find it increasingly difficult to enhance branding and presence merely by focusing on the on-air system. Therefore it's imperative for the industry to recognize and tap the potential of off-air system.Starting from the definition of TV program packaging, this thesis provides a brief history of TV program packaging and indicates the inevitability of developing off-air system in this new era of communication. By citing relevant cases of successful Chinese and foreign TV programs, it categorizes the off-air system according to the type of media it relies upon and summarizes its advantages in TV program branding, i.e. offering interactive platform, unlimited coverage and quick result. On this basis, the author contends that an effective off-air system should be built in a consistent, continuous and standardized manner.