Report on TV Idents

An Ident is a short clip briefly reminding the audience what channel they are currently watching. It is used to make people remember what their logo is, their identity and what colours, images and soundtracks they associate with their channel. Idents are required to show originality to separate their selves from each other to create versatility and difference from one and other. Usually, it is played before a programme is broadcast and in between programmes, incorporating their logos. On average they last for 30 seconds. When they are shown, some may use a jingle which allows the audience to remember and then recognise the brand name. Most Idents use bright colours to attract the viewers that make them retain their channel logo. 

 10

A continuity announcer then speaks over the music and announces the scheduling and the upcoming programmes like, what will be shown now, next and later on. Channels need and use Idents to advertise their brand name. In the past, they used simple logos but have now developed in order to capture the audience's attention.

A good example of a successful Ident would be E4s idents. If I were to ask someone what colour they would associate with E4, they would most probably answer with purple; throughout the years, E4 have effectively maintained their identity resulting to making the audience remember their well-known logo and the colour they have embodied. 7




Furthermore, the channel have created many Idents that suit all people for example, the audience’s ages, interests, sex etc. E4's aim is to push the boundaries of normality and do something new to shock viewers and illustrate something that they won't expect. Some of their Idents are comical and surreal and this helps the audience to remember their channel because they're abnormal and extraordinary. What makes E4 more individual is that they give people the opportunity to create Idents for the channel and this helps get a range of ideas. 'Short Idents created by budding artists and animators, through a competition every year. The Ident stay varied in tone and style because they are created by a range of people.'6

A very well-known channel that uses a reoccurring theme is BBC One which people recognise. In the past, Idents were called 'crests' which showed the logo and the channel name. They broadcast a globe with BBC in the middle. As the years have gone on, BBC One have decided to maintain their globe and circular shape Idents so that viewers remember the original image and associate the world with the BBC. As a development, instead of using the '1', they exchanged it to being spelt as 'One' which links to the cycle of the circle. 4 and 5

I think that BBC One has an effective identification because they continue to use a key motif of the shape of a globe in order to show the representation of their channel. They're showing different images and clips to appeal to different people, different societies and different ages.

Depending on what is broadcast on the channels, Idents should be varied so that it relates to the programme and the brand. For example, BBC One use a football Ident where a group of footballers stand in a circle, each kicking a ball into the centre. This is an example of maintaining the circular theme but also, this Ident is shown before a football match. By doing this, it allows the audience to know what is coming on next, and it relates to those who like to watch football. 

An unsuccessful channel was UKTV Gold 2. It was originally changed from UK Gold Classics in 1999 and has been re branded again into 'Dave' the home of witty banter 1 and 2 in 2007 by Red Bee Media 8 and 9, a company that is well known for creating Idents. This then became successful because the aim of channels and Idents is to relate to the audience. A spokesman from Wikipedia said that 'Dave' originated from the fact that everyone knows a 'bloke' called Dave and it seems appropriate for a male orientated channel. The reason why UKTV Gold 2 was unsuccessful because the branding identity name is too long for people to say and moreover, it's unlikely that people will remember it as opposed to Dave; a short catchy name people retain because it's comical and unique. Additionally, UKTV Gold 2's branding identity was unattractive and pointless; the font is boring and although the colours mildly relate to the colour gold, it doesn't capture the audience's attention enough for them to remember. 

3

1. www.brandrepublic.com/news/856954/red-bee-media-unviels-dave-idents-support-rebrand/
2. www.guardian.co.uk/media/2008/aug/18/television.marketingandpr?iNTCMP=srch
3. www.theidentgallery.com/dave-2008.php
4. www.bbc.co.uk/archieve/bitsinbetween.shtml?chapter=10
5. www.en.wikipedia.org/wiki/BBC_one_'circle'_idents.
6. www.computerarts.co.uk/interviews/e4-idents.
7. www.thetvroom.com/ch-4/e-4-20-01.html
8. www.redbeemedia.com/news/red-bee-media-created-best-british-rebrand-uktvs-blighty
9. www.redbeemedia.com/sites/default/files/files/download/dave_wins_marketing_society_award.pdf.
10. http://www.theidentgallery.com/viva-2009.php