Evolution of Broadcast Design in China

Many trends are emerging in the field of broadcast design in Asian countries as designers move forward to express local messages, vernacular thoughts and emotions using a mix of global and homegrown techniques. Asian artists in a variety of design disciplines are building networks of collaboration and branding campaigns to produce cutting-edge works in partnership with studios and other motion graphics companies.

Asian Pacific broadcast design is evolving with its own language

A core identity for broadcast design in Asia is its gradual evolution into a position of leadership in aesthetics and artistic design. No longer just a follower of trends, a new breed of management is working hard to dispel the long-held view that Asian artists are imitators of western techniques. Creative production entities are originating conceptual and technical structures to communicate with a high level of confidence and skill in advertising, broadcasting and entertainment.

Using new broadcast designs to connect with minds, emotions and cultures

One important goal of commercial artists is to engage local viewers in the most effective way possible while, at the same time, relating to a global audience. One prominent example is the opening sequence of the Beijing Olympic Games. Developed in cooperation with Bruce and Dunlop Associates in Singapore, the producers broke new ground, shooting in full HD with Dolby surround sound, composite graphics and live-action footage. The sequence featured the Chinese philosophy that the universal elements of nature are essential. A spot was developed, integrating water, metal, fire, wood and earth with the 14 Olympics sports categories. Struggle and triumphancy were also depicted to capture the spirit of the games.

Among the visible outcomes resulting from the evolution of broadcast design in Asia is the expansion of a systematic interchange through a new design and enrichment vocabulary that can coordinate with world standards.