离播包装——新传播时代下电视包装的蓝海.doc

离播包装——新传播时代下电视包装的蓝海

南京艺术学院
硕士学位论文
离播包装――新传播时代下电视包装的蓝海
姓名:童钟
申请学位级别:硕士
专业:广播电视艺术学
指导教师:陈琦
20090416
摘要
摘要
离播包装是电视媒体利用电视以外的媒介建立自身形象识别系统的方式,它和在播
包装有机结合,共同构成电视的整体包装,为电视媒体的品牌营销服务。经过近二十年
的发展演进,电视包装已成为电视频道树立品牌形象的有力手段。近年来随着新媒体的
迅速崛起,传媒行业的竞争愈加激烈。电视频道依靠单一的电视媒介来树立品牌赢得市
场已十分困难。因此认清离播包装的潜力,发挥其特有的传播优势显得十分重要和迫切。
本文从阐述电视包装的概念入手,通过对电视包装发展历史的梳理,解释了离播包
装的产生是电视行业在新传播时代下发展的必然。在此基础上结合国内外各电视媒体的
成功案例,总结了离播包装的类型,指出离播包装相对于在播包装具有互动,强势覆盖,
见效快的特点,是电视媒体树立品牌的必不可少的手段。在此基础上,作者提出了建立
有效的离播包装需要遵循统一性、持续性和规范性的原则。
关键词: 电视包装品牌营销离播包装整合媒体
I
南京艺术学院硕士学位论文
Abstract
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
petition, 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 munication. By citing relevant cases of essful
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,
. 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.
Key words: TV program packaging, branding and m