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.
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.
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