TV Culture of CCTV Variety Channel

First-level logo On January 1, 1986, CCTV-3 started broadcasting, using the "CCTV-3" logo, located in the lower left corner of the screen. It is displayed at the half-time and the beginning of the program.

On June 1, 1992, CCTV-3 officially hung the butterfly logo in the upper left corner of the screen.

June 1, 1998, CCTV-3's logo was replaced by the transparent "CCTV-3" logo, which was limited to the TV channel's screen.

July 8, 2001, in response to the opening of the science and education channel and the opera channel, the channel began to replace the two-line spoon label. (The spoon label was solid at the beginning, and the serial number "3" was hollow at the beginning, then the spoon label was made transparent on the evening of August 2, 2001, and the serial number "3" was changed to solid)

On January 1, 2011, CCTV formally adjusted its channel logo, which changed to "CCTV", and its logo was changed to "CCTV", and its logo was changed to "CCTV". The logo was changed to "CCTV-3 Variety Arts", and the font of the spoon label and channel number was fine-tuned. At the same time withdrew the evening primetime screen in the upper right corner of the "green advertising logo".

In the early hours of August 17, 2015, the channel logo was changed to a 16:9 format, and SD programs were changed to a 16:9 horizontally compressed 4:3 format. Secondary logo On June 1, 1998, CCTV-3 began using a red transparent "3" station logo. The word "CCTV" was added underneath. At the same time, the channel's name was added in bold. on January 27, 2000, when "The Same Song" started broadcasting, its logo was borrowed from this version of the logo.

On December 18, 2000, CCTV-3 was renamed CCTV Variety Channel. The logo was enlarged with the red "3" character and the transparent light bar on the pattern was canceled. At the same time, the unrounded CCTV logo was added under the logo. The channel name "CCTV Variety Channel" was marked in variety style, and the 3-letter logo appeared in the program previews and the opening credits of each program.

On October 8, 2004, the channel was officially rebranded. At the same time, it was announced that the channel's old logo would be discontinued, and a fairy motif was added to both sides of the original spoon logo, which also appeared in program previews and viewing guides.

On June 1, 2013, the channel officially changed its promotional video and the square-cornered "3" logo with information technology features. It also began to use the new location of the CCTV building as the background of the promos. On January 1, 1986, CCTV-3 started broadcasting, there was no channel promo at that time, and CCTV-1 and CCTV-2*** used the 1978 version of the opening title

January 1, 1996, the official launch of the channel promo, with a green background. The channel name was labeled in yellow and white.

On December 18, 2000, CCTV-3 was changed to a variety channel. In order to enrich the promotional content of the channel, CCTV-3 also produced "Desert", "Sky", "Ocean", etc. with the channel's promotional content. In order to enrich the content of the channel, CCTV-3 also produced "Desert", "Sky", "Ocean" and other promotional videos with the characteristics of the channel. The channel's call sign is "Welcome to CCTV Variety Channel" or "This is CCTV Variety Channel".

July 8, 2001, with the revamp of CCTV channels, CCTV-3 promo end credits use CCTV's unified blue background ID (but slightly different from the navy blue background of CCTV-1 and CCTV-2), but in major events, major events, the Spring Festival and other holidays, the 16th National Congress of the People's Republic of China, the two sessions of the National People's Congress, as well as during the war in Iraq, the red three-letter ID of the 2000 version is still in use. ID is still in use.

On Oct. 8, 2004, CCTV-3 launched a promotional video featuring traditional Chinese art, such as "Fairy to the World" and "Three Fairies", and used "Heaven and Earth" by Japanese modern musician Kitaro as background music. The call sign was changed to "You are watching CCTV Variety Channel".

From September 1, 2010, the channel reintroduced its programming and white background packaging. In some of the promotional videos, the character "艺" was added to the right side of the logo, which is made up of plants, and the slogan "Life is a Stage" was officially launched.

On January 1, 2016, CCTV-3 channel IDs and program previews were launched in the 2016 version of the packaging, which appeared in the form of a flip page.

On February 8, 2016, CCTV-3's currently broadcast programs (except for those broadcast in fine print) were changed to the 2016 package.

The 2010 revamp of the Variety Channel followed the trend of CCTV's channelization reform and was a spontaneous revamp from the inside out.

First of all, the reform of channelization has made the positioning of the variety channel clear. Specialized channel positioning has given birth to a specialized team, thus creating specialized columns, which is precisely the direction that guides the Variety Channel towards channel branding. Variety Channel focuses on the word "variety" to do programs, and use the programs to make the concept of "variety" y rooted in the hearts of the people, so that viewers think of variety programs, that is, the first choice of Variety Channel. The concept of variety in the whole channel is also the fundamental difference between the variety channel and the provincial satellite TV.

The revamping of the variety channel is based on two foundations: the content of the columns is aging and homogenized; and the channel lacks an orderly and scientific sorting out after years of operation and adjustments to the schedule. Recognize the situation is to see the emergence of new variety shows across the country, constantly forming a new high ratings, but there is also a phenomenon of similarity between them; whether from the program content or means of communication, the audience's needs are increasingly diversified.

At special times, CCTV3 is also considered a "second documentary channel" and a "news-variety channel", such as all-day documentaries on mourning anniversaries, as well as large-scale political evenings before and after the docking of the news studio screen, and so on. Regarding the revamping of the layout, firstly, the previous messy layout after many adjustments will be regularized, and the daily broadcast time will be cut up, so that all the programs will be broadcasted on the whole point, which will make the audience remember very easily; secondly, the concept of forming a branded column belt will be formed, and several columns that have similar nature of the program and the same audience group will be formed into vertical column belts every night, and horizontally, there will be three weekly columns that will be open to each other. They are "Variety Joy", "Animal Legend" and "Cultural Encyclopedia", which are broadcasted on a daily basis to attract the attention of the audience.