Analysis Of TV Channel Packaging Concept And Strategy

With the competition between TV channels heating up, TV channel packaging is gaining increasing attention and has become a winning weapon for TV media to stand out as an important means of establishing a channel's overall image, presenting its unique style, competing for and attracting audience.This paper conducts a case study on the successful packaging of Shanghai TV Station's Channel Young by comprehensively analyzing its operation on conceptual, audiovisual and behavioral recognition based on clarification of the two basic issues about the meaning of channel packaging and its significance to TV channel development.The paper mainly uses documental and empirical research methods and refers to relevant theories such as product cycle theory and corporate image recognition system theory etc. in the hope of providing some practical advice for other channels to better their packaging.