Introduction
Idents are small
advertisements that market a channel. They have both opportunities and
limitations. Some opportunities have are: Creates a corporate identity and a
tone to your channel, easily displays, text based information, allows you to
brand your channel, appeal to a target audience and encouragement towards the
viewer. Some limitations that must be thought of when designing idents are: It
has to be fairly therefore you need to put your ideas across very promptly and
effectively, typography, colour, resolution and aspect ratio.
These limitations and
opportunities mean that there are successful and unsuccessful idents. The first
example of this I will discuss is UKTV Gold’s idents from 2004 and 2012. The ident made in 2004 lacks a lot of the
requirements that are needed to have a successful ident. Firstly, the target
audience is set straight away and is limited as the ident appeals to the older
generation only. It starts with an adult
cleaning the dishes, which is being shot from different angles, and also
someone else in the background watching television whilst flicking through the
channels. Then once the sci-fi type music comes on which is the channels
signature music, the person leaves the dishes and goes to watch the
television. It is a very simple and
unimaginative ident, which probably makes it quite boring and in-effective.
The whole ident is quite slow and drags on a bit even though it isn’t very
long. There is only one thing going and there is no dramatic change during the
duration of the ident, which is what most successful idents have now.The personality of the ident is being shown and doesn't clearly show what the channel represents. The viewer wouldn't have received a clear understanding of what they're watching and what the channel is like. The density of information is very low and there is a real lack of information regarding the next program on and the channel itself.
The new ident, first made in
2012, is successful as it engages the viewer a lot more as there is something
new on the screen all the time. A lot of different animations pop up on the
screen whilst some quirky, funky music is playing in the background. The
narrator kind of flows into the music and when he starts to talk the music
decreases in sound. The words popping up on the screen, ‘Stick something funny
on’ give the impression to the viewer that the identity of the channel is
comedy. The logo is also clearly shown at the beginning of the clip so the viewer knows what channel they're watching from the start, but now they just need to see what type of channel they're watching. Overall, this ident attracts the viewer a lot more than the older one
as it is more interesting, amusing and gives the viewer a good amount of information
and entertainment, which is a very important criteria. The composition of this ident is good because even though there are lots of different things popping up on the screen it still flows well and doesn't look too cramped. We can also clearly see what is on the screen and there isn't any confusion.
The ITV 2003 ident isn’t very
successful as it is very short and has one theme throughout the whole of the
duration. The ident starts with the ITV logo being shown and the music playing
while a theme of blue squares moving around the logo. This is the way it
ends so we don’t see any or hear any change while we’re watching the ident.
This is bad as it doesn’t keep the viewer engaged towards the screen and is
easily forgettable as nothing unusual or interesting is happening. However, we
do get information about the next program but it’s very vague and we don’t
receive any other extra information regarding the program/channel. It doesn't tell the audience what the channel is like at all. This is due to the same blue theme and logo staying in the picture the whole time, which doesn't tell us anything about what type of channel ITV is. However, you could suggest it is for the older generation as it isn't exciting and isn't made to engage children or young adults. It isn't very informative for us as the viewer because there isn't anything happening or an obvious theme for what type of channel it is. For the design feature of information v entertainment, we can see it is for informative purposes only as nothing is on the screen to entertain you. It is purely for information however doesn't give the viewer as much info as an ident made just for information should do. Overall, It doesn't really give the audience a clear view of what the channel is like. You could possibly say it is for adults as there is nothing in the ident to appeal to younger people however it doesn't clearly show this.
However, the ITV 2013 ident is
completely different to the one-made 10 years ago. At the beginning of the
ident we hear some funky/upbeat music and can see the feet of someone skipping.
A few seconds into it the music volume decreases and a narrator starts talking.
Also at this time we see the ITV logo fade into the picture. The narrator gives
us some background information on the next program while the skipper changes
the rhythm and pattern of the way they’re skipping so it isn’t visually boring
for the viewer. The narrator gives us more information and changes it up a bit
by sharing their opinions and thoughts on the program coming up next. At the
same time, the camera view is changed so the viewer is able to see the whole
shot of the skipper and the location at where they are. This engages the viewer
even more as it’s visually new to them and they can also listen to the useful
information the narrator is giving them. This ident is much more successful as
it’s more engaging and includes changes throughout the whole of it which keeps
it interesting. The amount of time the narrator speaks for is also good as it’s
not too much and is presented to us in not a very formal and boring way, but
includes opinions and useful information. This could give people the idea that the channel is laid back and airs programs that aren't too serious and are for various types of people to watch. It doesn't tell us that it is serious and could only be for older people like the ident made by ITV in 2003.
The ident made by Channel 4 in 1999
is very simple and used purely for information. We can see the orange theme and
Channel 4 logo from the start until the end as noting changes throughout the
ident. We also hear the narrator straight away which shows there wasn’t
anything worth visually observing so they had to start with the information
from the beginning. The ident doesn’t engage the viewer and just gives them a
lot of formal information that doesn’t catch the readers’ attention like it
should do as the ident is primarily made for information, not
entertainment. This could give the idea to the viewer that the channel is quite boring and wouldn't air any programs that seem exciting and different. Through this ident, the identity of the channel could come across as quite serious and should be watched by more intellectual, older people.
The ident made by Channel 4 in 2013
is completely different and is much more successful. The ident is visually
interesting along with when the narrator is speaking as they don’t speak in a
slow and bring way, but in a way that would make the viewer listen to them. The
ident is both for entertainment because there is something different going on
all the time during the whole duration of it, but also the information is for a
suitable and effective amount of time that is presented in a way that will make
the viewer listen. The logo is cleverly shown during the ident when a group of
machinery is positioned to look like the number four as the camera angle pans.
It only shows it for a few seconds, which will intrigue the viewer however; you
could say that the logo isn’t on the screen for long enough so it can’t be affective,
as you would hope it to be. The identity of this channel probably comes across to people as more of an all round, family channel that shows programs for both younger and older ones. This is due to the entertainment within the ident is clever and interesting,appealing to younger people, whilst the information appeals to the older people. Due to the complicity of making the ident and the logo only being shown for a short amount of time, you could argue that the youngest age viewing the channel should be around nine.
Introduction
The purpose of an ident is to give the viewer a perspective of what type of channel they're watching; and also to get information of the programs that are being shown on the channel. The ident gives the channel an opportunity to give the audience a clear view of their identity e.g. humorous, serious, quirky etc. An ident can also be used to market and brand the channel.
Film4: Glassware ident
Information Vs Entertainment: In this ident, for a vast majority of the time there is a narrator speaking and telling us about the film that is being shown next. However, throughout the whole ident there are things happening in the background which also suggests the ident was also shown for entertainment. Film4 probably used this method because they want to appeal to younger and older people to watch the films on their channel.
Space and time: The ident is set in our 'real' world as it is a video of something happening in real life, without any animation or special effects. They probably did this to show the films that are aired on the channel aren't fantasy and are set in real life; they would probably be serious and for the adult kind of audience.
Composition: The smashing of the glass which was caused by a diamond pendant seemed to make the ident feel quite dramatic and 'alive'. However, all of the ident was in slow motion which can also tell us that even though the channel is serious, dramatic and interesting, it isn't all hectic and crazy like a child's film; it is elegant in an interesting and dramatic way. Just like the ident is.
Tempo: The whole ident is in slow motion however the music changes throughout the time of the video. When the diamond is flying towards the glass cabinet, there is quite slow and relaxing music. However, once it collided with the glass the music changed to a dramatic and jumpy type which at this time the Film4 logo appears. This shows that the channel could be quite dramatic but at the same time serious as all of the video is in slow motion. This shows that the way the ident is presented could be the genre of the films shown on Film4: elegant, alive, interesting and quite dramatic at times.
Interaction with viewers: The interaction with the viewers is good as the narrator speaks throughout nearly the whole ident about the next film and what's on after the film. When the narrator speaks, it is quite formal as no slang is involved and it is presented clearly and well spoke. Film4 chose this method to try and involve the viewer more and make them feel that the film they are about to watch is the right one for them, whilst making them feel more at home.
Density of information: The ident gives a lot of information about the next film and who it is written by etc. However, it also gives us information about what is on the channel later which could be useful for the viewers to know. They have done this because once the film coming on next has finished, the viewer already knows what is on therefore, they could leave the channel on and watch what's on next. It also gives that little bit of extra information that could be useful to hear.
ITV2: Lion walker ident
Information Vs Entertainment: This ident is mainly for entertainment as there are quite a few abnormal things happening. The information comes at the end and is quite limited to just telling us what is on next. This is probably due to the fact that they wouldn't want to bombard you with information when the strange things that are happening during the idents' on show, as they probably thought you wouldn't listen. As this is a quirky and fun ident, it is probably aimed at the younger audience/younger adults therefore ITV2 thought that they wouldn't listen to the information very well anyway so they shouldn't put too much, un-needed, information.
Space and time: The ident is set in the 'real' world, during the day. However, even though everything is real, the main attraction during the ident is quite weird and something you wouldn't see everyday. This drags the viewers attention in and makes them listen and interact with the ident more which is good for the channel.
Composition: The woman walking with her fluffy dog that has a lions mane around its neck makes the channel look quite quirky and different. As soon as the ident is on, they start to walk down a street and a bike, with red wheels, races past them at which point the ITV2 logo appears. It has the effect it leaving the ITV2 logo behind as the logo and wheels were the same colour. Then two boys with bikes ride either side of the woman and her dog and look back in amazement. The upbeat music also adds to the identity of the channel which carries on throughout the ident. I think ITV2's ident was very quirky, fun and seemed like it was always moving. This mirrors the identity of ITV2 as they would be wanting to have that effect on the viewer. Some of the other idents within the series are quite lively and have some random things showing, therefore making these ITV2 idents more unique.
Tempo: The tempo was fairly fast and upbeat from the start as thats when the music began. Then after that something different was happening on the screen for another 9 seconds, including the narrator starting to speak. This gave off the impression that the channel is always moving and something different is being shown on it all the time, therefore as a viewer I will never get bored while on this channel.
Interaction with viewers: The interaction with viewers starts when the narrator starts speaking and telling us about the next program. However, they speak in a way that you feel like you are having a conversation with one of our friends even though now slang is used. They directly speak to the audience by saying, "Morning, yes thanks for noticing, we've had a bit of a make over on ITV2". They make the words flow quite well and link in with what they're saying to you and what is coming up on the channel.
Density of information: There isn't much information considering on how much narrating there is. About 10% of the speaking was on information about the next program and what it's about. This could again come back to the target audience as the narrator is speaking in an informal way, the type of people watching probably don't want to be bombarded with information the whole duration of the ident.
BBC One: Bike ident
Information Vs Entertainment: This ident is mainly based on information even though there is a video going on in the background throughout the whole thing. However, the video isn't very interesting and once you've watched the first few seconds of it, it gets quite boring as it isn't anything random or different. The target audience would probably be for older teenagers and above as it isn't very appealing to young people because the same thing is happening with the same colours, which isn't very attracting to younger people.
Space and time: The ident is set in the 'real' world as it is motorbikes riding around an indoor bike track. This gives the feeling that the program could be quite lively and different. The target audience would again be for late teenagers and adults (males) as motorbikes and vehicles probably appeal more to men that they do to women.
Composition: The bikes riding around in a circle then some effects around the BBC One logo in the middle that represent a wheel look quite dangerous/serious which again backs up the channels identity of not being very child friendly. Red also symbolises quite a dangerous colour which also makes us feel that the channel is for the older variety. The main theme of a circle throughout the whole ident also symbolises that the channle is forever going and always has something on, without any disturbances. This is similar to the 'BBC One hippo ident' because they all start to swim in a circle, similar to the bikes riding in a circle. It is also similar to the football ident where there is a circle to men kicking each of their balls into the middle and receiving them back to repeat the procedure.
Tempo: The tempo of the ident is quite rushed and 'straight off from the go'. As soon as the ident starts we see the biker pull back the handle to rev the bike up which makes a loud noise, then we see another biker, in a red background, racing very fast within the first few seconds. After that everything slows down and some light, calming music comes on while the three bikers are slow riding around in a circle on the track. The big BBC One logo appears in the middle of the bikers and stays there throughout the whole ident, while things are changing around it. This gives the viewer the feeling that the channel is never affected by anything and is on all time without anything disturbing it. This can make the viewer feel the channel is reliable but it also backs up the point that BBC don't air adverts on their channel which is an advantage.
Interaction with viewers: The interaction with viewers is quite good as they're are speaking in an enthusiastic way which is fairly formal but also has a friendly twist to it.
Density of information: Once the narrator starts speaking, they give you quite a lot of information on what program is on now, what the program involves and what is on after the program. They probably give you all of this information verbally because their ident is based on information giving not entertainment therefore the audience would be less distracted and willing to listen to the narrator.
Introduction
The purpose of an ident is to give the viewer a perspective of what type of channel they're watching; and also to get information of the programs that are being shown on the channel. The ident gives the channel an opportunity to give the audience a clear view of their identity e.g. humorous, serious, quirky etc. An ident can also be used to market and brand the channel.
Film4: Glassware ident
Information Vs Entertainment: In this ident, for a vast majority of the time there is a narrator speaking and telling us about the film that is being shown next. However, throughout the whole ident there are things happening in the background which also suggests the ident was also shown for entertainment. Film4 probably used this method because they want to appeal to younger and older people to watch the films on their channel.
Space and time: The ident is set in our 'real' world as it is a video of something happening in real life, without any animation or special effects. They probably did this to show the films that are aired on the channel aren't fantasy and are set in real life; they would probably be serious and for the adult kind of audience.
Composition: The smashing of the glass which was caused by a diamond pendant seemed to make the ident feel quite dramatic and 'alive'. However, all of the ident was in slow motion which can also tell us that even though the channel is serious, dramatic and interesting, it isn't all hectic and crazy like a child's film; it is elegant in an interesting and dramatic way. Just like the ident is.
Tempo: The whole ident is in slow motion however the music changes throughout the time of the video. When the diamond is flying towards the glass cabinet, there is quite slow and relaxing music. However, once it collided with the glass the music changed to a dramatic and jumpy type which at this time the Film4 logo appears. This shows that the channel could be quite dramatic but at the same time serious as all of the video is in slow motion. This shows that the way the ident is presented could be the genre of the films shown on Film4: elegant, alive, interesting and quite dramatic at times.
Interaction with viewers: The interaction with the viewers is good as the narrator speaks throughout nearly the whole ident about the next film and what's on after the film. When the narrator speaks, it is quite formal as no slang is involved and it is presented clearly and well spoke. Film4 chose this method to try and involve the viewer more and make them feel that the film they are about to watch is the right one for them, whilst making them feel more at home.
Density of information: The ident gives a lot of information about the next film and who it is written by etc. However, it also gives us information about what is on the channel later which could be useful for the viewers to know. They have done this because once the film coming on next has finished, the viewer already knows what is on therefore, they could leave the channel on and watch what's on next. It also gives that little bit of extra information that could be useful to hear.
ITV2: Lion walker ident
Information Vs Entertainment: This ident is mainly for entertainment as there are quite a few abnormal things happening. The information comes at the end and is quite limited to just telling us what is on next. This is probably due to the fact that they wouldn't want to bombard you with information when the strange things that are happening during the idents' on show, as they probably thought you wouldn't listen. As this is a quirky and fun ident, it is probably aimed at the younger audience/younger adults therefore ITV2 thought that they wouldn't listen to the information very well anyway so they shouldn't put too much, un-needed, information.
Space and time: The ident is set in the 'real' world, during the day. However, even though everything is real, the main attraction during the ident is quite weird and something you wouldn't see everyday. This drags the viewers attention in and makes them listen and interact with the ident more which is good for the channel.
Composition: The woman walking with her fluffy dog that has a lions mane around its neck makes the channel look quite quirky and different. As soon as the ident is on, they start to walk down a street and a bike, with red wheels, races past them at which point the ITV2 logo appears. It has the effect it leaving the ITV2 logo behind as the logo and wheels were the same colour. Then two boys with bikes ride either side of the woman and her dog and look back in amazement. The upbeat music also adds to the identity of the channel which carries on throughout the ident. I think ITV2's ident was very quirky, fun and seemed like it was always moving. This mirrors the identity of ITV2 as they would be wanting to have that effect on the viewer. Some of the other idents within the series are quite lively and have some random things showing, therefore making these ITV2 idents more unique.
Tempo: The tempo was fairly fast and upbeat from the start as thats when the music began. Then after that something different was happening on the screen for another 9 seconds, including the narrator starting to speak. This gave off the impression that the channel is always moving and something different is being shown on it all the time, therefore as a viewer I will never get bored while on this channel.
Interaction with viewers: The interaction with viewers starts when the narrator starts speaking and telling us about the next program. However, they speak in a way that you feel like you are having a conversation with one of our friends even though now slang is used. They directly speak to the audience by saying, "Morning, yes thanks for noticing, we've had a bit of a make over on ITV2". They make the words flow quite well and link in with what they're saying to you and what is coming up on the channel.
Density of information: There isn't much information considering on how much narrating there is. About 10% of the speaking was on information about the next program and what it's about. This could again come back to the target audience as the narrator is speaking in an informal way, the type of people watching probably don't want to be bombarded with information the whole duration of the ident.
BBC One: Bike ident
Information Vs Entertainment: This ident is mainly based on information even though there is a video going on in the background throughout the whole thing. However, the video isn't very interesting and once you've watched the first few seconds of it, it gets quite boring as it isn't anything random or different. The target audience would probably be for older teenagers and above as it isn't very appealing to young people because the same thing is happening with the same colours, which isn't very attracting to younger people.
Space and time: The ident is set in the 'real' world as it is motorbikes riding around an indoor bike track. This gives the feeling that the program could be quite lively and different. The target audience would again be for late teenagers and adults (males) as motorbikes and vehicles probably appeal more to men that they do to women.
Composition: The bikes riding around in a circle then some effects around the BBC One logo in the middle that represent a wheel look quite dangerous/serious which again backs up the channels identity of not being very child friendly. Red also symbolises quite a dangerous colour which also makes us feel that the channel is for the older variety. The main theme of a circle throughout the whole ident also symbolises that the channle is forever going and always has something on, without any disturbances. This is similar to the 'BBC One hippo ident' because they all start to swim in a circle, similar to the bikes riding in a circle. It is also similar to the football ident where there is a circle to men kicking each of their balls into the middle and receiving them back to repeat the procedure.
Tempo: The tempo of the ident is quite rushed and 'straight off from the go'. As soon as the ident starts we see the biker pull back the handle to rev the bike up which makes a loud noise, then we see another biker, in a red background, racing very fast within the first few seconds. After that everything slows down and some light, calming music comes on while the three bikers are slow riding around in a circle on the track. The big BBC One logo appears in the middle of the bikers and stays there throughout the whole ident, while things are changing around it. This gives the viewer the feeling that the channel is never affected by anything and is on all time without anything disturbing it. This can make the viewer feel the channel is reliable but it also backs up the point that BBC don't air adverts on their channel which is an advantage.
Interaction with viewers: The interaction with viewers is quite good as they're are speaking in an enthusiastic way which is fairly formal but also has a friendly twist to it.
Density of information: Once the narrator starts speaking, they give you quite a lot of information on what program is on now, what the program involves and what is on after the program. They probably give you all of this information verbally because their ident is based on information giving not entertainment therefore the audience would be less distracted and willing to listen to the narrator.
