June 11, 2007 at 00:47Design Features on TV
“Design on television is a somewhat incomprehensible hypostasis, both for those who create it, for those who order and, probably, for those who finance.” Said Sergey Shanovich. Indeed, design is not only a beautiful picture, broadcast or screen saver. This is not just a way to deliver content to consumers. And then what is it? What is included in the concept of “TV channel design” ?!
To design a television channel, in my opinion, means to completely create its external appearance, so that the viewer, switching to the channel, instantly understands what he is watching. An important attribute of the design of the broadcast is a recognizable logo that hangs on the screen at the time of transmission or film. The primary task of which is to be recognizable (immediately tell the viewer which channel he was on) and at the same time not to distract, not to be intrusive. Between programs, screensavers, company promotional videos, and so on should be played. All this creates unity and recognition of the television company - its design.
At first glance it seems that it would be more convenient for everyone not to see all these repeating screensavers that interrupt an interesting program or film every 15-20 minutes. Maybe to attract the viewer it is better to spend money not on expensive design, but on the content and information content of the air? Although it seems so at first glance. All this was invented for a reason ...
First of all, I note that it’s simply impossible to start transmission one after another non-stop. Because then they merge into one, and the viewer may simply not be in time to change the ether. After all, it often happens that the news block ends, where they just showed some tragic moment, for example, about the flood and human casualties. And immediately after that there is a film starting with a frame with laughing children. To put it mildly, the viewer will be shocked by such a turn. Therefore, it is necessary to “reset” it, to distract it for a second and make it clear that another program is starting. This is the meaning of design. The second item is advertising. You can’t get away from it, and it must also be enclosed in so-called brackets, in which you must indicate that now the viewer will see exactly the ad unit. (Incidentally, this is the law on advertising.)
Then there are all sorts of nuances that the ordinary viewer is not very clear. For example, “ad stripes” of only a few frames are placed between ad units; they also share adverts. In addition to such separating elements, screensavers for programs are of great importance. A proven fact: if the screensaver is liked, interested in a person, then he will not rush to press the channel change button on the remote control and watch the broadcast. If the screen saver is faded, the person will get the impression that the transmission will be the same, and he will switch the channel. Of course, many can say that if the program is interesting, it will be watched without colorful design ... But let's think about it: for example, when we see a new magazine on sale and don’t know about its content, I think most pay attention to the cover.
All the design elements I have listed are so short in time that it is very difficult to convey to the viewer any mood, feeling or thought. But some channels still succeed ... All videos last in seconds. For example, a commercial: it takes an average of 15 to 25 seconds, and during this time you need to tell what the advertised product is and how it is better than competitors. The task is not easy. But advertisers often use this technique: at the beginning of the campaign, the video is shown in its entirety, and later, when most of the viewers have already remembered it, the video is cut into pieces, reduced to 5-8 seconds, and there remains a “peckshot” that you can watch several times on TV cheaper, but it perfectly reminds of the first, full-fledged video and, accordingly, the product. Creating TV screensavers is still more difficult: 5 seconds are initially given, and they must be kept within. The work is very difficult, but at the same time damn interesting - this makes TV design stand out and makes the profession fascinating. To meet this time, you need to clearly understand what to show the viewer and how. The first thing that should be is the style. So for each channel, some specific color and element is selected, which is present in any, even the smallest fragment. For example, for NTV - this is a green ball. Beating him many times already, the company has achieved the fact that he is associated with any viewer with NTV. So for each channel, some specific color and element is selected, which is present in any, even the smallest fragment. For example, for NTV - this is a green ball. Beating him many times already, the company has achieved the fact that he is associated with any viewer with NTV. So for each channel, some specific color and element is selected, which is present in any, even the smallest fragment. For example, for NTV - this is a green ball. Beating him many times already, the company has achieved the fact that he is associated with any viewer with NTV.
Of course, the design features on television are much, much more. But I, with my still poor experience in this area, could only talk about these. Do not exact!
In the end, I would like to give a few terms related to TV design: TV
PROMOTION
Promotion is an integral part of the marketing strategy of a television station, network, syndicate. Promotion is one of the marketing functions that provides a competitive position to stations, broadcast and cable networks in their markets. In the understanding of the audience, it makes no difference whether they watch television programs or listen to a radio program, and there is not even a difference on which channel or television network it is broadcast. Therefore, the managers of the broadcasting company themselves must find ways to attract viewers or listeners specifically to their station or channel. And for this it is necessary to convince the audience that this station or cable channel or a single program is fundamentally different from competitors. And promotion just involves finding and skillfully using these differences.
TV MARKETING
Promotion is part of marketing and the term is commonly used when talking about promoting programs. Marketing includes advertising, promotion, direct mail, direct sales. Together, marketing and promotion include such diverse elements as broadcasts (or promotions), print ads in TV magazines and newspapers, billboards and other types of outdoor advertising, web pages on the Internet, consumer products for listeners and subscribers, car stickers , public activities in order to create publicity and the creation of public opinion (PR).
TYPES OF PROMOTION
Ethereal Promotion
Marketing a station, cable or broadcast network using its own airtime or channel is called on-air promotion. The budget and planning of this type of promotion is different from paid advertising.
External promotion
The use of advertising space or airtime of other media to publish advertisements or broadcast advertising clips is called external promotion and serves to draw attention to the activities of the broadcasting campaign without attracting its own resources.
External promotion includes:
- advertising on the radio
- print advertising in newspapers, magazines
- outdoor advertising
- advertising on transport
- souvenirs with symbols
- Internet
- Publicity & PR
ONLINE PROMOTION
It is the on-air promotion for most stations and channels that is the best way to expand the audience and listeners and ensure their loyalty to the channel.
The on-air promotion includes: pre-recorded television and radio commercials, radio beats, identification screensavers, a logo identifying a station or network, broadcast posters about upcoming shows, various interruptions, beats, and screensavers appearing on the channel’s own air.
BASIC TYPES OF ETERNAL PROMOTION
1) operational promotion, urging the viewer to watch a certain program at a certain time on the corresponding channel, therefore this type of promotion is also called tuning.
An on-air clip or an advertising module in a television magazine promoting a certain episode of the series, which will be broadcast on a certain day and time, is a promotion of this program only. This promotion can only be used for a few days before the promotion. The objective of such a promo is to convince viewers or listeners to turn on their receivers at a specific time on a particular day. Mostly companies produce exactly this type of broadcast promo.
2) image promotion, also called branding, is not associated with a specific program or information event, the outstanding qualities of a station or network are focused on it.
Such a promotion works to create a “brand” and position it in the minds of people. A promo or commercial can simultaneously represent a certain image of the station and inform about the start of a new entertainment series or introduce a new news anchor.
PROMOTIONS
Commercial and non-commercial television stations and television networks actively use pre-recorded promotional videos on air, usually produced by their own studios. Promotions are produced in standard timing of 15 and 30 seconds; 10, 20 and 60-second clips are also used to fill the remaining time on air.
Terms from the
Promotion and Marketing for Broadcasting and Cable book , 1999
To design a television channel, in my opinion, means to completely create its external appearance, so that the viewer, switching to the channel, instantly understands what he is watching. An important attribute of the design of the broadcast is a recognizable logo that hangs on the screen at the time of transmission or film. The primary task of which is to be recognizable (immediately tell the viewer which channel he was on) and at the same time not to distract, not to be intrusive. Between programs, screensavers, company promotional videos, and so on should be played. All this creates unity and recognition of the television company - its design.
At first glance it seems that it would be more convenient for everyone not to see all these repeating screensavers that interrupt an interesting program or film every 15-20 minutes. Maybe to attract the viewer it is better to spend money not on expensive design, but on the content and information content of the air? Although it seems so at first glance. All this was invented for a reason ...
First of all, I note that it’s simply impossible to start transmission one after another non-stop. Because then they merge into one, and the viewer may simply not be in time to change the ether. After all, it often happens that the news block ends, where they just showed some tragic moment, for example, about the flood and human casualties. And immediately after that there is a film starting with a frame with laughing children. To put it mildly, the viewer will be shocked by such a turn. Therefore, it is necessary to “reset” it, to distract it for a second and make it clear that another program is starting. This is the meaning of design. The second item is advertising. You can’t get away from it, and it must also be enclosed in so-called brackets, in which you must indicate that now the viewer will see exactly the ad unit. (Incidentally, this is the law on advertising.)
Then there are all sorts of nuances that the ordinary viewer is not very clear. For example, “ad stripes” of only a few frames are placed between ad units; they also share adverts. In addition to such separating elements, screensavers for programs are of great importance. A proven fact: if the screensaver is liked, interested in a person, then he will not rush to press the channel change button on the remote control and watch the broadcast. If the screen saver is faded, the person will get the impression that the transmission will be the same, and he will switch the channel. Of course, many can say that if the program is interesting, it will be watched without colorful design ... But let's think about it: for example, when we see a new magazine on sale and don’t know about its content, I think most pay attention to the cover.
All the design elements I have listed are so short in time that it is very difficult to convey to the viewer any mood, feeling or thought. But some channels still succeed ... All videos last in seconds. For example, a commercial: it takes an average of 15 to 25 seconds, and during this time you need to tell what the advertised product is and how it is better than competitors. The task is not easy. But advertisers often use this technique: at the beginning of the campaign, the video is shown in its entirety, and later, when most of the viewers have already remembered it, the video is cut into pieces, reduced to 5-8 seconds, and there remains a “peckshot” that you can watch several times on TV cheaper, but it perfectly reminds of the first, full-fledged video and, accordingly, the product. Creating TV screensavers is still more difficult: 5 seconds are initially given, and they must be kept within. The work is very difficult, but at the same time damn interesting - this makes TV design stand out and makes the profession fascinating. To meet this time, you need to clearly understand what to show the viewer and how. The first thing that should be is the style. So for each channel, some specific color and element is selected, which is present in any, even the smallest fragment. For example, for NTV - this is a green ball. Beating him many times already, the company has achieved the fact that he is associated with any viewer with NTV. So for each channel, some specific color and element is selected, which is present in any, even the smallest fragment. For example, for NTV - this is a green ball. Beating him many times already, the company has achieved the fact that he is associated with any viewer with NTV. So for each channel, some specific color and element is selected, which is present in any, even the smallest fragment. For example, for NTV - this is a green ball. Beating him many times already, the company has achieved the fact that he is associated with any viewer with NTV.
Of course, the design features on television are much, much more. But I, with my still poor experience in this area, could only talk about these. Do not exact!
In the end, I would like to give a few terms related to TV design: TV
PROMOTION
Promotion is an integral part of the marketing strategy of a television station, network, syndicate. Promotion is one of the marketing functions that provides a competitive position to stations, broadcast and cable networks in their markets. In the understanding of the audience, it makes no difference whether they watch television programs or listen to a radio program, and there is not even a difference on which channel or television network it is broadcast. Therefore, the managers of the broadcasting company themselves must find ways to attract viewers or listeners specifically to their station or channel. And for this it is necessary to convince the audience that this station or cable channel or a single program is fundamentally different from competitors. And promotion just involves finding and skillfully using these differences.
TV MARKETING
Promotion is part of marketing and the term is commonly used when talking about promoting programs. Marketing includes advertising, promotion, direct mail, direct sales. Together, marketing and promotion include such diverse elements as broadcasts (or promotions), print ads in TV magazines and newspapers, billboards and other types of outdoor advertising, web pages on the Internet, consumer products for listeners and subscribers, car stickers , public activities in order to create publicity and the creation of public opinion (PR).
TYPES OF PROMOTION
Ethereal Promotion
Marketing a station, cable or broadcast network using its own airtime or channel is called on-air promotion. The budget and planning of this type of promotion is different from paid advertising.
External promotion
The use of advertising space or airtime of other media to publish advertisements or broadcast advertising clips is called external promotion and serves to draw attention to the activities of the broadcasting campaign without attracting its own resources.
External promotion includes:
- advertising on the radio
- print advertising in newspapers, magazines
- outdoor advertising
- advertising on transport
- souvenirs with symbols
- Internet
- Publicity & PR
ONLINE PROMOTION
It is the on-air promotion for most stations and channels that is the best way to expand the audience and listeners and ensure their loyalty to the channel.
The on-air promotion includes: pre-recorded television and radio commercials, radio beats, identification screensavers, a logo identifying a station or network, broadcast posters about upcoming shows, various interruptions, beats, and screensavers appearing on the channel’s own air.
BASIC TYPES OF ETERNAL PROMOTION
1) operational promotion, urging the viewer to watch a certain program at a certain time on the corresponding channel, therefore this type of promotion is also called tuning.
An on-air clip or an advertising module in a television magazine promoting a certain episode of the series, which will be broadcast on a certain day and time, is a promotion of this program only. This promotion can only be used for a few days before the promotion. The objective of such a promo is to convince viewers or listeners to turn on their receivers at a specific time on a particular day. Mostly companies produce exactly this type of broadcast promo.
2) image promotion, also called branding, is not associated with a specific program or information event, the outstanding qualities of a station or network are focused on it.
Such a promotion works to create a “brand” and position it in the minds of people. A promo or commercial can simultaneously represent a certain image of the station and inform about the start of a new entertainment series or introduce a new news anchor.
PROMOTIONS
Commercial and non-commercial television stations and television networks actively use pre-recorded promotional videos on air, usually produced by their own studios. Promotions are produced in standard timing of 15 and 30 seconds; 10, 20 and 60-second clips are also used to fill the remaining time on air.
Terms from the
Promotion and Marketing for Broadcasting and Cable book , 1999