purposes and design of 3-5 Idents (2a -2b)

Objective: to assess the purpose and development of ident design

P: Describe the purposes and design of 3-5 Idents for Television Channels by correctly identifying purposes.

M: Explain the purposes and design of 5 Idents with reference to examples, analyzing the use of visuals, colours, logo etc to create the correct tone, audience etc

D: Compare the design of a range of  5 Idents and argue how they are designed for a specific purpose, justify your points with detailed and specific examples

Design:

·         density of information

·         space and time

·         screen tempo

·         interaction with viewers

·         information-led

·         entertainment-led

Purpose:

·         identity

·         branding

·         marketing

·         packaging and re-packaging

·         scheduling

·         segmentation within scheduling

(The things highlighted in a different colour reflect what has been done)-RED

Idents are a short visual before a tv programme that works as a logo to inform the viewer of the channels identity in which is purposely used to insure the contact with viewers watching and a general reminder of what channel you’re watching from. However, occasionally they tend to warn viewers on what’s is being aired and the content in it that will also be aired (such as nudity, explicit content...).

BBC THREE

  This BBC three ident relates to a young youth audience with an age around 16-30 years old as the brand 'BBC three' is presented in informal bold text and its distinguished vibrant pink colour. It also shows a spherical object which can be portrayed as earth as wildlife is seen. the clouds precipitate that of a childish immature theme. This ident also reinforces its output to a mass audience as it has a duty to provide content to its target audience allowing consumer loyalty, the symbolic sphere represent the world and the plug being plugged in expresses you as the consumer that you should be plugged in and engaged into what this channel has to offer you as a consumer.

In addition, there are different aspects within the ident/animation, providing information about the target audience and their programmes interests however you could also say that because the design of the ident is purely animation, with no integration of real-life locations, nature and people portrays that they aim to appeal a wide audience expressing: any ethnicity, gender and to anyone around the world.

the density of information given is that of 20 seconds which is suited for the type of audience the ident is dealing with as they don't have long attention spans which will make them loose interest if there were to be bombarded with too much information to take in so it was good that the information was delivered within 20 seconds.

I feel that this ident was mostly entertainment led but it also had the aspect of being information-led as it was delivering to audiences was going to be seen next.

segmentation is the dividing of areas of marketing into parts, for a particular company. the reason in which segmentation is used is to find a suitable audience however in this ident I don't think segmentation was used as the BBC three aim at a large audience as their idents are based on animation with no integration of real-life things.

the branding of the channel was noticed on the spherical object which is seen to represent earth express that the BBC three wants to broadcast or broadcast to a large audience share.

BBC THREE RE-BRANDED

• Re-branded

In this I dent we come to see that BBC Three have altered their ways from past idents to come up with a new look hence the word 'Rebranded' which implies the changing of the image of a company or TV channel. Rebranding is the remake/new look and feel for an established product or service. In other words, a completely new image. The aim of rebranding a TV channel is to draw consumers and allow consumers to consumers to continue with their loyalty towards the brand.

Also over time BBC Three will have to rebrand their channel brand again as their target audience will be growing, changing and ageing so you want to rebrand in favor of your audience to keep set trends and allow the flow of consumer loyalty towards your brand. furthermore, when creating brand loyalty for a channel, you need to make sure you have your target audience in mind meaning that the new idea/plan must appeal to that audience by understanding their demographic, nature and how they stream their content: live, catch up TV, app.

• Size

knowing your target audience is also very important as it will help you determine what they use to stream your product via: laptop, mobile in which will allow you to determine the aspect ratio in which you broadcast your channel.

• Aspect Ratio:

the oldest aspect ratio is: 4:3 (box screen tv's)

there are also others such as: 4:3 (1.33:1) and 21:9 (2.35:1)

the standard aspect ratio is: 16:9 (rectangle)

aspect ratio is a limitation as sometimes channels have black bars in which then has to be cropped and stretched which will distort the quality and introduce pixilation.

this shows an opinion of what an individual think about the re-branded product for BBC three

this one, shows you what show is up next as it uses the kitchen in family and a character (the dog) from which is from the show (family guy) to represent what viewers will be watching.

at first you see Brian reading a book then he stops to look up at a floating logo that says bbc3 and then you hear a voice over stating that family guy is up next. this ident was good as viewers would be able to distinguish this ident as they used shows to back their brand.it will also make viewers remember the ident.

 ITV

this ident shows what event is coming up in the world which is clearly Christmas as you see children happy setting up for the festive day. the itv logo starts to appear slowly within the beginning of the ident till end it uses a glittery flicker effect which can be related to the glittery object being placed on the tree symbolizing Christmas. this ident also gives viewers an insight of what is going to be seen later on in the day and what you will be currently watching after the ident.

introduces the next show

has a jingle

family orientated

voice over

In this ident there is not a huge amount of destiny of information as you are only able to hear a 20 second voiceover stating that in half an hour a particular programme will be on and what will be shown now after the ident. this is good as their target audience will not be carried away due to them being bored but rather they will be engaged in the graphics and the voice over as it is straight to the point and brief which is effect due to the type of audience this brand ITV is dealing with.

the screen tempo is slow as the video aspect of the ident is played slow to capture what is going on and to allow the audiences to appreciate what is being shown on the channel. but the voice over accounts for that as there was stuff to say over the video as a reminder for audiences.

the colours used in this ident convey that of vibrant colours which allow the reflection of the time of season it is (Christmas). the colours used where clearly with in the editorial brief and were broadcast safe colours meaning the quality will not diminish or allow pixilation as it falls with the boundaries of colours that are allowed to be used when broadcasting.

safe colours when broadcasting is:

Red: 235

Green: 235

Blue: 235

(from a range of 0-235 are safe colours to use)

This ident is more of an information led ident than entertainment led as the information is more attractive than the graphic side as the graphic side is basically everyday life but it’s also good to look at creating a bond with consumer. in addition, there isn't really anything entrertaing it’s just expressing the season by showing kids prepare for Christmas. the information is staying what will be seen next over the period of time you decide to stay tuned in watching the channel.

This was an ident for scheduling i would say as the through the whole ident a lady was heard telling audiences what will be seen next giving the audience a reminder of what’s going on and what’s going to happen later.

The channel's identity refers to a symbol that makes a promise of experience allowing customers to recognise this promise. this channels identity is the itv which revels in the left centre of the screen which is set out like a blurred glass as through it you are able to see the content of what’s being seen in the ident.

 MTV

this ident used a different approach as they use visuals to beat box to reflect the brand as MTV is known for music (rap, R&B). what captured me in as a viewer was that the beatboxing was catchy and interesting as this is the type of thing my generation appreciates. it had the logo in small in the top left corner which is rare. it then enlarged into the centre of the screen making it the centre of attraction for viewers.

it was colourful -target audiences

catchy

 NICKELODEON

this ident is different as it shows audiences what shows are in this brand. so what you see on screen is what you will find in this channel at the end of the ident as soon as the logo comes up a voice over of a group of people is heard expelling the name of the logo. it’s like a game for kids to guess what show is being shown.

the tone of this ident is that of very playful and relaxed de to the target audience in which the brand is trying to appeal to.

the colour that represent this ident are very bright and vibrant in which reflects their audience clearly and allows target audiences to keep engaged in what being seen. this is because this type of target audience has a short attention span.

DISNEY

this shows some Disney characters come sit as if they were in a movie theatre watch the opening ident of Disneyland resort. you are able to see the shadows of the characters which allows you to recognise the characters seen but if that doesn't help you also can hear their voices of them as they seat in the cinema.

this ident is very different as you have the Disney characters set walking into a theatre watching the Walt Disney pictures ident in which is entertainment led as it different and unique as you see the Disney characters shadows and hear their distinct voice as they fight for seats in the theatre but seem to calm down when the brand is about to come on. on the other hand, it is not information led as there is no voice overs only the Disney characters voices as they fight for seats.

you could say it is interactive as they use a controller to resemble you as the audience starting the movie and because this ident will be played before the film because it is showing who created the film with their logo.

the brand was set in the middle of the screen which has been over the years in which it shows a trend.

There is no scheduling for this programme only entertainment led due to the type of audience in which the brand is presenting their product to. furthermore, there is no density of information as there is no information heard during the ident because of the audience in which they air their product to.

 CHANNEL 4

this shows a short clip of the character homer from the show Simpsons which is aired on channel 4. of homer trying to drink beer relax and read a magazine but unfortunate events lead him in a sticky situation (humorous). then a voice over starts expressing what will be aired later on in the day but then goes back to what’s being aired now but telling you what you’re watching and a brief information on the episode your about to watch making you egar to want to watch more.

this ident is by far that of entertainment led as they used one of their best/known channel to represent their brand (the Simpsons) it's entertainment led as they used a funny character as the theme of the ident in which engages audiences and how the character is doing silly things that you would really do (the humor behind it). however, you could argue that it its information led as in 15 seconds of the ident a voice of is heard stating what will be aired later on the channel and they state what is going to be shown now. they also used what’s showing now as their ident = Simpsons.

the screen tempo is normal as it is being shown like a short film of the Simpson as it acts like a snippet of whats going to be seen next allowing audiences to stay tuned as the channel is offering a product which allows consumer loyalty and brings about packaging meaning what this channel has to offer to its consumers to keep them loyal, interested and engaged.

the channels identity is seen at the end of the ident showing the channel 4 logo in the centre of the Simpson town which is very clear this will also allow consumers to remember it as they used a memorable ident to represent their brand.

The time is only that of 36 seconds in which is within the boundaries of broadcast safety it’s also engaging which sways audiences away from the fact that its 36 seconds as the hammer Simpson is a humorous figure.

This ident is marketing their product to viewers who already know what to expect from this channel and is creating more awareness for their brand and yet also the channel that’s represent the brand as the programme is known for it silliness but entertaining purposes.

CARTOON NETWORK:

The distinct colours of cartoon network is black and white with a small smug lining of orange in some areas. It attracts consumers which is a young target audience (kids 5-18) as the humour behind it is very effective and helps reinforce the brand name through the show viewed from the brand itself. 

these images show a bit of humour to back up my point - it relates to the target audience as kids are curious which means they would be thinking the same thing to want to push the button to see the outcome so cartoon network used monsters to incorporate that idea as this is what would appeal to their set target audience. you are able to tell the brand name from the beginning if you have watched it before as you see the letter "CN" which gives viewers who know a reminder but at the end it states the full name of the brand. what was interesting about this one is that they blurred out the rest but leaving it in the background and putting all eyes on the CN in the middle.

this ident is just entertainment led than information led as Cartoon network use cartoon blob figures to represent their brand. I say it's entertainment as it shows the blob figures being squeezed together to fuse to form the cartoon network logo they also managed to incorporate their theme colour black and orange. in addition, it's not information led as there is no voice overs saying what’s going to happen next.

I think this ident is very interactive with viewers as they include a red button in the ident which has been seen over time to show what the channel offers towards its consumers. When we see a red button it usually refers to the red button on the remote control allowing interaction with a product for that channel either allowing access to games or catch up tv.

the tempo of this ident is normal paced and the time and space was used well as they covered all the space in the ident to keep it interesting and also to act as a reminder to consumers what brand and channel is being aired.