Channel's Identity- This is when the TV channel identity is
recognise by the audience. For example, every TV channel will have an ident
that is different from other channel, since every channel might have different
features that it suitable for the channel. For instance, BBC ‘3’ ident is animated and include all the features that BBC 3 has on the TV channel such as,
music, information around the world and scientific facts. This can see as an opportunities as time progresses
and channel brand become more popular this will be changes for the TV channel to
express themselves and let the audience recognise their channel.
For example, BBC One in 2016 their creation of corporate identity was
known as a circles which represent the old Globe. In all of their ident you with seem
the same theme (circle) throughout their ident. But in the start of 2017 they change their
creation of corporate identity to more realistic approach of ordinary people together
and theme is called oneness. The benefit of this that company can be creative
to a level of intend also another benefit is that you can reach out to more
target audience. However the disadvantages are that the audience might agree to
the new theme or ident and prefer the old one better.
Branding of Content
Branding of Content is when TV channel give us information to
brand the channel, which is called segregation on what’s next and what’s on
later on their TV Channel. On TV it is
important to brand and to promote your channel, this is because the target
audience now what the channel is about from watching the ident and also the
audience would recognise the channel. By this the channel is catering to the
needs of [1]the
users and desires of a specific community with products which ties in with
participatory videos ads. This can give the advertisers the ability to measure
and view in time user’s attitude towards the advertisements as well as
product/service being discussed. This is seen as an opportunity as channel tell
audience more about their channel they do this on squeeze credit as after a
programme they will give more information about a particular channel.
One benefit of this they can advertise programme that they
own the right to. Another benefit of this that creates brand loyalty. However a
disadvantages is that TV channel have to be careful not to brand other TV
channel programme that they own the right to because it shown as copyrighting. For
example, channel 4 The Simpson when Homer climbs up to get a beer and gets electrocuted
and spend all day trying to get his beer near the end channel 4 logo appears. This
is known as branding of content as they branding a programme that they own their
rights to. Another example, of this is BBC ‘The Voice’ as the BBC brands their
channel and programme by this audience will see that programme and know which
channel own the rights to it.
Creation of tone
Creation of tone is a feeling that you get watching an ident
that all the graphical elements on screen which is designed to make the channel
audience feel a type of way. It is important to give off the tone through the
theme as a channel is trying to give off tone that describing the ident. By
this it keeps the audience entertained and al creates brand loyalty.This is
seen as an opportunity as you are creating theme and tone that is relating to a
specific channel such as, the colour, the front and the designed through creating a tone you showing the audience what is
the channel is about. The benefit of this is that you can be creative in your
graphic on the screen, another benefit is that you can reach a wider range of
target audience by creating a tone that it suitable for both audience.
For example, sumo tv ident the tone very aggressive and angry as I watch a series of ident that most
of them got injured or died at time 0:36 when the cow got killed by hammer which was
very funny and creates a sense of humor. In this ident it has adult humour as well as young teenagers humour.
By this it shows what the audience is going to get from that channel which
funny footage from animals and humans. Whereas ITV ident tone is quite grown up
and settle and will attract an older audience whereas sumo tv is attracting a
younger audience.
Appeal to target audience
Appeal to target audience- this is very important because
they are the ones watching the channel so must appeal to the audience. One aspect
of this is that a channel must consider Brand loyalty. This also seen as an opportunity
as it creates Brand loyalty which is
very important for the TV channel ident as loyal audience like to know if
everything is change and if they can depend on the channel. As users like to spread
the word around.
The benefit of this
is that the audience will stay loyal but the disadvantage of this you might lose
viewer as is not appeal to target audience. An example of this E4 as their specific
audience is young adults as it really creative with graphic as was a normal
room and the colour dark pink of the logo is reshaping the room to be more
playful at time 0:11 as the took the teddy bear and swallowed it and made kind
of teenager’s room.
Encouragement of brand loyalty
Encouragement of
brand loyalty as I explain appeal to audience one of the aspect that is very
important is Brand loyalty. This depends on the TV Channel’s target audience
such as, BBC or channel 4 the audience might like something that they might
remember. The audience can give you lots of reason why the enjoy watching the
channel, such as, product but if audience can give you specific answer why they
love the brand this means the channel has develop brand loyalty with in the
target audience. This is seen as opportunity as channel is is being loyal to
their target audience and by this word of mouth spreads and will attract more
views from good feedback from the audience. One example of this BBC as they been doing ident for the
longest trying to appeal to the audience for example movement ident, circle
ident and oneness ident by this they have been consistent throughout the ident and creates brand
identity
idea- For
our ident our tv channel we doing for is Kiss. Our target was 13-15 years old
so tried to put a specific age group. Our theme rhythm and dance
Strength
Theme- In my
ident we clearly asses the theme which is rhythm and dace as was place in left side of the screen.
Tone- in my
ident i think was playful, energetic. I think we came across that as the actors
on the ident showed that they are having.
Weakness
The
environment was not suited for this ident- low budget
camera could
steady in some place
MES needs
improving such clothing colours need improving such as, prink add the colour of
the logo
Continuity
of Design- For our suits of idents our Continuity of Design was not very strong
as our theme and tine was not constience throughout our suits of idents
Theme- For
our ident our tv channel we doing for is Kiss. Our target was 13-15 years old
so tried to put a specific age group. Our theme rhythm and dance
Brand
Identity- Our brand identity is the logo and the colour pink that was shown in
two idents.for this ident our brand identity is 'feel the music'- music becomes apart of their life. As the actors have on headphone dancing to the music.
Appeal to
Target Audience- I think it would not appeal to the target audience as its not
consistence throughout the suits of ident as the theme and tone did not come
across strongly
Ident - 2006 - These idents by film 4 were created and shown in 2006, they are there to portray the genre of film that could be coming on next, as there is a car chase here between a police car and another car, it portrays that the film coming up next could be an action or adventure movie with car chases, to suit the genre of film coming up next, appealing to the audience more.
Ident - Christmas: 2013 - Film 4 brought out a suite of idents at christmas, this was to advertise the season and how film 4 will show christmas movies. Showing a collection of idents that suit the season appealing to the audience and possibly a larger audience, showing the genre of christmas in their films at that time.
Film 4 re-brand:
This rebrand of the film 4 idents uses space and time again like many other idents showing the logo in the middle of the screen showing it off as the main figurehead of the ident, the typography shows the Film in the centre of the screen inclosed by the 4 itself, making it unique and different to others before, attracting the audiences, the ident here shows that it is entertainment led as it shows moments in different places and showing different people, which could also indicate each scene is a like a different film genre. This means that film 4 have created a suite of ident, which is a collection of idents, to appeal to all the audience and broaden out to a larger audience, by creating an individual ident for a different specific genre. The film 4 logo shows of the identity of the channel, with the colour and typography style that is used, it is then recognised as Film 4 by audiences. By creating a quite of idents for this channel, it gives an interaction with the audience, making them get drawn in and more interested in the channel and what is shows.
An Ident can be a short film or a short graphical
animation that show recognition of a TV
channel as this allows the channel to
communicate to the views and allowing them to express their brand identity
through the personality of the channel.
For example, all channel will have an ident before an TV program and end of TV channel explaining
brand identity and whether informational
or entertainment led. All idents included the design and purpose in order to
get their message across. In this report I am going to explain the design and
purpose of 5 different idents.
BBC
Design
BBC TV channel ident has
change tremendously over the years as BBC was one of the first TV Channel
to come up with Idents for example, the first ident for BBC was displayed in black
and white with the world and has the
logo BBC TV place in front of the world. This impiles that TV BBC is an
international channel with information around the world. As
time went on BBC continue to make black and white TV ident but has
segmentation within scheduling for BBC1 and BBC2 in this ident
they had a voiceover of presenter voice explaining what is on next
on their channels. At time 0:40 this is when BBC’S
ident added some colour as the world is positioning right in the middle of the
screen as the logo is place bellow the world. The duration is very
short is very short as it gets to the point and the density on the screen is
not compact and it’s not too much on the screen
Purpose
As time progress BBC rebranding
their ident to be more simple and use a certain colour to separate
other ident on their channel which is red as the colour red is quite
serious colour. In this ident you see the first footage of imagery
of bird eye view and air balloon floating in the distance and the colour that
catch the audience eye. Also the logo was place at the bottom of the
screen which was a big change as the in the first ident of BBC it was place in
the middle of screen.
As time goes on we see BBC continue
to explore ideas for the ident as more entertaining for the audience as the
ident is interacting with the views, and by this point BBC’s TV ident
really branding their channel & create Brand loyalty letting the audience
what on the channel such as, culture, information News and documentaries. The tempo
is slow and the density of information on screen is not too much. This
is because the BBC’S want to keep it simple and do not want their audience to
be distorted and surprise on the screen.
Another
purpose that BBC ident do sometimes is to market different event such as, segmentation for Christmas and
special events The next ident I looked at was BBC
ident Christmas 2013- which I found on YouTube . The duration of
the ident 31 seconds long which is you
expect in a ident. As watching this it more recent at it was showed on BBC.
In this ident it set in a pub with his friend and he wearing Christmas jumper which also advertise the Christmas jumper.
It also symbolise everyone coming
together and enjoying the company of others. The logo comes at the end and use
logo colours of BBC logo also the music
are very Christmassy.Tone of
presenter is voiceover, which is used in all ident for TV channel, the
presenter voice is very sophisticated
ITV
Designed
Another TV ident I watch and analyse is ITV Ident that
was displayed the colour was plain and dull and tempo was quite slow and the
duration was longer. The first ITV
ident was not interactive with the audience was quite boring for example at time 0:06-0:20 with the music in the
background with no animation and imagery
it was just still. The first ITV ident was more information base as it
explains what up next on their channel. As time goes on we see the first ITV
ident in colour which was yellow but this was different from the first ident
has was more musically in the background however the density on the screen was
to bright and does not look like an
ident it looks like advert at 0:20-0:40. This ident is more entertainment lead
as not information lead.
Purpose
In ITV rebranded their channel to be more entertaining
to watch. This first we see live action in
the ident and logo is place in the middle. Also there a voiceover tell the audience what coming next and what is coming
up later at time 1.28-1.1.35. By this the
audience can recognise this as ITV’s ident. The main colour is yellow which is
also known as primarily colour and symbolise bright. At time 1:37- 1:39 we see the logo is place on left
side of the screen and the tempo is very slow and density on the screen is less comparing to old ident before ITV ident
has been rebranded. This because to
keep simple and the audience can focus on the ident. At time 1:40-1:57 we see ITV ident is associating
with the society and end with a voiceover of what up next on their channel.
In this ident the colour is corporate
with the logo which yellow this is one recognised trend that ITV have to spate
them from other channel such as, BBC ident colour is red.
Another purpose that ITV ident do
sometimes is to market different event such as, segmentation for example, pride
festival in this ident there was a flag that was transparent with the bold
colour of yellow purple red and green as it was swaying in front of the camera
as people was walking by in the shot. Also in this ident it explains what next
program is going to be as was relating to visual on the screen which is too to
pride week. The ident channel name was place on the screen all through
the ident which most ident do and the tempo was slow as the flag was moving in
slow motion as the music in the background is mono and settle. The tone of
presenters voice which was displayed as a voice over which was very settle and
sophisticated as ITV’s channel style is more entertainment, series, news and
documentary that suited to the target audience 18+-40+. Also ITV repackaging
their logo as it has improve with colours that is settle and suited for older
audience and back then colours it used to dull colours which was
quite bold.
Channel 4
Design
Another Ident I look at
was channel 4 which, the first ident form 1982 the tempo was quite fast
and the duration was not long as it only last 9 seconds with the animated
blocks is flying toward you and makes the logo of the 4 to represent their
channel. After the ‘4’ appears the voiceover of the presenter voices explains
what coming up next. Channel 4 Ident in 1991 was in colour and the density on
the screen was simple and has the logo ‘4’ as spinning around in circles. In
this ident the duration was 13 seconds which and voiceover at the end, the
colours shown was red, yellow and blue which is also primarily and channel 4
got rid of some colours to make simple. In 1996 Channel 4 Idents was more
entertaining for views as it has a sense of humour in it and has a theme and
tone which is funny. The tempo was quite fast as the one first ident.
Purpose
As channel 4 got more
noticeable channel have different segmentation such as pre rolls, E4, More 4,
film 4, music 4. By this for each programme has a different theme suited to
that genre for example, channel 4 Tokyo is different from the other
segmentation as more culture and time and space is setting for the older
audience. This ident is different as it keeps the audience guessing as the
channel logo is revelled at the end. This creates the theme of mystery. Whereas
film 4 ident purpose is different as presented as a short film from different
movie that is up next such as action or markets a film that will be
coming the next day or later.
In channel 4 ident as I
explain the characters are going on a journey and the section of channel are
obstacles that the characters have to face. The colours that was shown was
blue, red, green which symbolise danger- colour red, green symbolise nature and
blue symbolise cold which could illustrate that might be danger in next programme
that is coming on as the tone of the presenter that displayed as voiceover
states something is going to happen in Hollyoask that is bad. Also the use the
sound effect that sounds like that they are in forest trying to find a bear.
Also the shoot is long shot and tracking to the side which it gives the
audience a sense of journey.
Channel 5 and Sky Movies
Another channel that I
looked at was channel 5 ident Big Bother which the purpose was to market big
brother as the bought the rights of big brother over channel 4. By this channel
5 want to promote their programme as it was new and they want to target more
audience from their channel. The theme of this ident is time clock implying
that to vote and voice over is presented in a different way from other ident I
look at so far as this one was voice of computer which relating to the actual
programme. The main colour that is displayed on this ident is blue shown as
lightening. In this ident the incorporate the eye into the logo to represent
that that programme belongs to them and no longer channel 4. The ident purpose
was also segment of the programme what is up next. The duration is 16 seconds
giving audience information about the programme and giving the audience an
update.
However another ident made
due to the purposes is marketing and promoting a popular film in history was
Sky movies ident Star Wars. By Sky doing Star Wars as an ident it would
attracted more views as many people have match it and by this the promoting
movies that views want to see on their channel. As watching this ident Sky
cleverly incorporate their logo into the film as each letter of the logo shows
some section of the film give the audience and overview on what the film is
like in small ident. In this ident the position and space of the logo was shown
at the end as views have to figure out what channel it was at time 0:20-0:28.
The colours was incorporated with the logo as red on the laser and blue laser
symbolise one hero and one villain. In this ident sky use the theme of out of
space to give the audience information where the film is set at time 0:24-0:30.
Overall all idents have
a purpose and designed for each channel whether if it for the purpose such as,
identity; branding; marketing; packaging and re-packaging; scheduling;
segmentation within scheduling or the designed such as, density of information;
space and time; screen tempo; interaction with viewers; information-led;
entertainment-led. But however they have the same goal which tell their
audience what is on their channel or programme is next. For example sky movies,
Sky and film 4 ident or more for marketing lead whereas, the BBC, ITV and
channel are for more information given and scheduling. This can also be
limitation for ident due to most people do not watch TV as much as there is
catch up TV now. By this views do not highly depend on idents as much due
to technology is developing.
