“Design on television is a somewhat incomprehensible hypostasis, as for those who create it, for those who order and, probably, for those who finance it,” said Sergey Shanovich. Indeed, design is not only a beautiful picture, broadcast or splash screen. This is not just a way to deliver content to the consumer. And then what is it? What is included in the concept of "design channel"? To design a television channel, in my opinion, means completely creating its appearance, so that the viewer, having switched to the channel, instantly understands what he is watching. An important attribute of the broadcast design is a recognizable logo that hangs on the screen at the time of the show or film. The primary task of which is to be recognizable (immediately tell the viewer what channel it has entered) and at the same time not distract, not be intrusive. Between the programs should play screensavers, promotional videos of the company, and so on. 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 at all, which every 15-20 minutes interrupt an interesting program or film. Maybe in order to attract the viewer it is better to spend money not on expensive design, but on fullness and informational content of the ether? Although it seems so at first glance. All this is invented for a reason ... First of all, I’ll note that it’s simply impossible to start the programs one by one non-stop. Because then they will merge into one, and the viewer may simply not have 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 floods and human victims. And immediately after this comes the film, starting with a frame with laughing children. To put it mildly, the viewer will be shocked at such a turn. Therefore, it is necessary to “reload” it, distract for a second and make it clear that another program is starting. This is the meaning of design. The second item is advertising. One cannot get away from it, and it should also be enclosed in so-called brackets, in which one should definitely indicate that now the viewer will see exactly the ad unit. (By the way, this is the law on advertising.) Further, there are all sorts of nuances that are not very clear to the ordinary viewer. For example, “stripes” with a duration of only a few frames are placed between ad units, they also share commercials. In addition to such separating elements, screensavers for programs are of great importance. Checked fact: if you liked the screensaver, interested the person, he would not hasten to press the button for changing the channel on the remote control and watch the program. If the screen saver is faded, the person has 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 viewed without any colorful design ... But let's think about it: for example, when we see a new magazine on sale and do not know about its content, I think most people pay attention to the cover. Therefore, without a good design, it is an order of magnitude harder to get the viewer to watch the program for the first time. All the design elements I have listed are so short in time that it is very difficult to convey to the viewer some kind of mood, feeling or thought. But some channels still do it ... All videos last a few 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 its 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 audience has already remembered it, the video is cut into pieces, shortened to 5-8 seconds, and there remains a packshoot, which is twisted on TV several times cheaper, but it perfectly reminds about the first, full-fledged video and, accordingly, about the product. In the creation of television screen savers is still more difficult: initially given 5 seconds, and they need to meet. The work is very difficult, but at the same time damn interesting - this is what makes TV design and makes the profession fascinating. To keep within this time, it is necessary to clearly understand what to show the viewer and how. The first thing that should be is style. So for each channel, a particular color and element is selected, which is present in any, even the smallest fragment. For example, for NTV is a green ball. Having beaten him already a lot of pet, the company has ensured that it is associated with any viewer with NTV. Of course, there are many, many more TV design features. But I, with my, still poor experience in this area, could only talk about these. Do not ask for it! Finally I would like to cite a few terms related to TV design: TELEVISION 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 for stations, broadcasting and cable networks in their markets. There is no difference in the understanding of the audience, whether they watch television programs or listen to the radio program, and it does not even make a difference on which channel or television network it is broadcast. Therefore, managers of a broadcasting company should themselves find ways to attract viewers or listeners to their station or channel. And for this you need to convince the audience that this station or cable channel or a single program is radically different from its competitors. And promotion just means finding and skillful use of these differences.
TELEVISION MARKETING Promotion is part of marketing and this 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 radio videos (or promo), print advertisements in magazines and newspapers, billboards and other types of outdoor advertising, Internet web pages, consumer goods for listeners and subscribers, stickers on cars , public activities in order to create publicity and the creation of public opinion (PR).
TYPES PROMOTIONED Air Promotion Marketing a station, cable or broadcast network using your own airtime or channel is called on-air promotion. The budget and planning for this type of promotion is different from paid advertising. External promotion Using 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 a broadcasting campaign without attracting its own resources. To the external promotion include: - radio advertising - print advertising in newspapers, magazines - outdoor advertising - advertising on transport - souvenirs with symbolism - The Internet - Publicity & PR ')
ESSENTIAL PROMOTION It is air promotion for most stations and channels that is the best way to expand the audience and listeners audience and ensure their loyalty to the channel. On-air promotion includes: pre-recorded television and radio spots, radio beats, identification screen savers, a logo identifying a station or a network, air posters about upcoming shows, various cut-ins, beats, screen savers appearing on its own channel air.
BASIC TYPES OF ESSENTIAL PROMOTIONED 1) operational promotion, calling on the viewer to watch a specific program at a certain time on the appropriate channel, so this kind of promotion is also called tuning. An on-air video or advertising module in the magazine, promoting a certain episode of the series, which will be on the air on a certain day and time, is a promotion of this program only. This promo can only be used for a few days on the eve of the promotional show. The task of such a promo is to convince viewers or listeners to turn on their receivers at a certain time on a particular day. Most companies produce this type of on-air promo. 2) image promotion, also called branding, is not associated with a specific program or informational event, it focuses on the outstanding quality of the station or network. This promotion works on the formation of the "brand" and its positioning in the minds of people. Promo or commercials can simultaneously represent a certain image of the station and report on the beginning of the show of a new entertainment series or acquaint with a new news host.
PROMO ROLLERS Commercial and non-commercial television stations and television networks actively use pre-recorded promo videos recorded in their broadcasts, usually produced by their own studios. Promotional videos are made standard timekeeping 15 and 30 seconds; The 10, 20, and 60-second rollers are also used to fill the remaining time on the air.
Terms from the book “Promotion and marketing of broadcasters” ("Promotion and Marketing for Broadcasting and Cable"), 1999