- a short video clip that identifies a channel
- can be like a graphic
- uses the channels' logo
- has to carry the brand identity
- colour/images will help with the channels' target audience
Why do we use idents?
- they can reflect the genre of show that's about to come on
- so we know when the programme is going to come on
- they introduce the channel
Who do they target?
- the target audience of the channel using demographics
Why use more than one?
- marketing tool, keeps your interest
- keeps it interesting using more than one
Examples
This specifically targets the sport genre, we know this because of the olympic logo on the "three" logo which we automatically know is to promote sport and the character lifting the E as if he's weight lifting.
https://www.youtube.com/watch?v=rRX6mqxMa3o
This specifically targets women as it's set on a beach and uses a lot of pastel and light colours, it also shows men in their trunks which is what stereotypically women want to see. Along with the summer theme with cocktails by the beach is targeting women.
What is the purpose of an ident?
The purpose of an ident is to persuade consumers to watch shows on their channel, it grabs your attention so you know the show is coming back on or is about to start. They also create a brand identity so that the channel will be known for certain idents, they can get people talking and get more publicity.
They break up shows, channels that don't use adverts will rely on idents to break up the shows so that the audience won't get bored or turn over - they keep people engaged. They also can map out the TV schedule so if it's being shown at a certain time of day the ident can reflect that, eg. Lunch.
For an ident like this you'd need a camera, tripod, cast, the logo in post and a soundtrack.
For an ident like this you'd need a camera or have people send in pre filmed clips, some kind of editing software, cast and a soundtrack.
Opportunities
Making a good ident design for a channel can open up a lot of doors in terms of getting a better reputation and you can move up within the company. You could also get more opportunities to get other design jobs, because of this you can get your pay increased and even set up a little business.
As a channel, a really good recognised ident can get people talking about your channel and can up your viewing figures, the designer(s) can be given contracts for the work they're doing so there can be more job opportunities. The companies' share price could also go up if more investors come into the picture.
Say if a not so popular channel designed a good ident, it gives them the edge over other channels because they're like the new channel around getting all the attention which is a successful rebrand for them and gives their channel a bit of a revamp.
Limitations
Designers can face limitations like keeping to a colour scheme, timescale and the target audience - depending of the brief content. Also they may not be experienced in making idents for a certain age bracket, the brand or channel so don't know where to start.
Software that's required isn't dependable and things can go wrong ie. editing software crashing or problems with computers.
If end products are inconsistent then the designer may get a bad reputation, everyone knows everyone so there can be problems with getting future jobs.
A designers idea may not fit the channels' brief, the brief might not be clear on what the company wants. Because of what the company wants - designers might feel like they can't be creative or think of something that will be good for the company or the audience.
3 rubbish idents
http://theident.gallery/player.php?id=FIVE-2011-ID-PLAY-1
I think this ident isn't good because it's not all that creative, the image doesn't match the voice over which is advertising Neighbours but the little boy is playing with dinosaurs and cartoons come on screen. There are basic colours used and there's nothing that stands out to me, to make this better they could have used something relevant to Neighbours so that the image and sound correspond as to me like this it doesn't make sense.
http://theident.gallery/player.php?id=ITVNEWS-2013-TITLES-630-1
I think this ident is poor because I find it boring, although there is a range of graphics which is the only thing that keeps me engaged, the sound is too repetitive and bores me, the ident only lasts about 15 seconds but it feels a lot longer and it drags it out. All news idents follow the same structure but this one is my least favourite as the white and blue colour scheme isn't eye catching. To make this better they could use a different soundtrack to keep the audience watching and keep it interesting.
http://theident.gallery/player.php?id=DRAMA-2013-ID-REDDRESS-2
This ident isn't good because there's no creativity to it, a girl walking through a field is just a basic idea and it hasn't been developed at all. The three block colours of the dress, logo and grass make it looks quite dull to me as it's not a bright day so it just looks dreary and the fact it's slowed down doesn't help. To improve this i'd include more movement with the girl and brighten it up and it's not engaging and it has nothing to it.
BBC Four Idents
1
Design
Theres a wide range colours, using pastel pink, blue, yellow and so on. It's fast paced which is enhanced with the hand transitions. The same BBC Four logo is used throughout in the same position, it uses a lot of nature throughout - close up of a squid and wide shot of the water fall.
Purpose
The purpose of this is to be persuasive, it uses a wide range of images to show the kind of shows they air. The target audience for this is more towards nature/factual show fans as this is what the ident it mainly about showing lots of nature and animals. 35-44 year olds are the main age range who watch this channel who have a range of cultural interests.
Creative
The creative parts were the hand transitions across the screen in between each clip. The extreme close up of the octopus was eye catching because of how much detail you can see along with the quick clip of the lizard at 30 seconds keeps the fast paced element. The channel is an interesting and up beat one which is creative and unique.
2
Design
Very limited colours, only black and white, the same BBC Four logo stays throughout - keeps the identity and doesn't move. It's fairly fast paced as well as relaxing because of the movement of the water and the birds. The action fills up the space across the screen and even going off screen at times. The images are sometimes distorted at 0:02 which connotates a dream state. Audio made you feel like you're at the beach 0:10 to 0:18.
Purpose
The purpose of this is to showcase the genre of show that's about to come on eg. Documentary or the kind of shows that are on. It reflects the high brow cultural programmes.
The target audience of this is is 35-44 which is the age range of those who watch the channel and I think it targets them because it's simplistic and not much to it whereas if it was a kids one you'd need lots going on to keep them interested.
Creative
The most creative part is where the positioning of the camera makes you feel like you're on the surface of the water looking up at the birds, at 0:13 to 0:18 for example.. The camera pans so it gives you the POV as if you're in the water and you're moving about. The brand identity is the classic BBC Four one as it includes the bog standard logo and the colour scheme flows, supports the culture and unusual innovative identity.
3.
Design
The use of colour is basic but it works, the blue, yellow and white all match with the black logo. All the colours look tidy because the top half uses yellows and the bottom half uses blue. The movement of the images, the zooms are in sync with the chimes which looks really good they start at 0:03 and happen every 2 seconds up until 0:07, the layout is unique as it's a 4 picture collage that takes up the screen with the logo in the middle.
Purpose
The purpose of this is to promote the channel by using their name but putting it across in a different way. The two bees, the sea and 4 in roman numerals spell out BBC Four and as each one zooms out the BBC Four logo in the middle appears letter by letter from 0:01 to 0:08. This could also be a pre nature documentary ident to show the genre of the programme that's about to follow as it uses a creature and the sea.
Creative
The whole idea of this is creative and unique. Using pictures to represent words throughout and using big ben/news like music matches the image and the movement. The brand identity this gives the channel is the unusual aspect, it's unique and creative. It backs up the rest as they're all different and creative in their own way.
Compare
The final bee ident in the suite is the most creative in my opinion because it's promoting the channel in a different way. The use of bees with the sea and roman numerals that move with the timing of the clock chime is really creative and it also includes the hidden message of it saying BBC Four.
This one really stands out and it's not like the others - although the channels' target audience and range of views are from 35-44 year olds I feel like this one comes outside of that bracket as I really liked it and i'm not in that age range but I didn't really like the other 2. So this one targets the audience best as it hits the regular target audience but also goes beyond it.
The first ident was most suitable for the nature genre as the clips that they show correspond with the nature genre because it shows a waterfall as well wild animals like the squid and lizard. When you see this you instantly think that's it's promoting a nature documentary or a similar kind of show will be following whereas with the other two, their genres are hard to grasp but this one is obvious.
Powerpoint
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