The Desing And The Production Of QiXia TV Channel Image Film

The main feature of image film of television is momentary present. It is presented in an extremely short period and limited space between other TV programmes. It can not only recommend and propagate the image of TV station but also adjust audience psychology and reception rhythm. Its philosophy shouldn't be serious but simple and sensuous, and its elements of presentation should be brief, relaxed and attractive. All ideas should be resolved into a momentary audio-vedio impression.Brand feature and brand value are indivisible. Brand feature is a component of brand orientation and the product of brand character. The brand feature of media is represented in its brand value. As for TV, despite its political value, it also possesses the value of bringing enjoyment and satisfaction to audience. At present, media competition has come into the era of "buffet", ie. the choice of audience lies in the button of remote controller which represents their degree of satisfaction. Faced with tens of dazzling channels, the criteria of choosing one is the easiest and most difficult thing as well. It is found by study that after a shortly comparison of need, audiences' choices depend on the brand feature and brand impression of channels. Therefore, the importance of channel packaging stands out. Such package is comprehensive, from the mark to color and sound, every element containing features of the channel, whose important representation are its audiences' geographic features, regional culture and life customs. It is these aspects that make the humanitarianism and humanistic design stand out. So the important step of successfully managing local channel is to find and grasp local features and improve its entertainment value to local people. This is also the characteristic of recommending local channel. Local channel should not only provide local people with access to their own news but also allow people outside to know about this area through its programmes. Only in this way can the local channel attract investment from customers and develop sustainably.With the marketization of our national TV reception, the competition of TV media becomes fierce; therefore, creating special features of TV media arouses increasing concern. This paper summarizes previous theories on TV media brand design, construction and making, and illustrated the definition of brand and its effect on consumption. The Brand Image of TV channel refers to the comprehensive impression the channel leaves in the audience's mind when the audience consumes the programmes provided by the TV channel, then, making some essential explanation on the features of TV channel and core definitions, arousing same feelings among audiences. To illustrate the image film programme of Qixia TV Comprehensive Channel, this study made creative exploration and imagination on the overall image design of Qixia TV channel from the aspects of visual image design and flash production. And the paper mainly expounded the principle and content of the overall image design and production of a TV channel from several perspectives of TV package. Based on the case of successful uplift of Qixia TV Comprehensive Channel's image brand, and supported by a number of pictures, this paper probed and discussed the creation and application processes of the design of the overall image of a TV channel from theoretical and practical perspectives. Besides, the paper conducted comprehensive and detailed discussion on the philosophy, strategies, design and production of Qixia TV channel brand package, which is the result of systematic and thorough study of the image system of the TV channel. With the preliminary study, this paper aims at raising more attention to the theoretical study of the construction of China's media brands as well as to the exploration of ways for China's local media to meet challenges and to develop.