Unit 32 Introduction To Idents


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Unit 32 Introduction To Idents

  1. 1. + Assignment One: Tasks 1 – 4 Unit 32: Designing Idents for Television
  2. 2. + Assignment 1: Task 1: Understanding the purpose of television idents and the opportunities they present
  3. 3. + Assignment1: Task: 1  Identifying the channel  Organising the schedule (telling you what is on)  Segmentation of the scheduling (providing a break for non-commercial channels)  Creating corporate identity (being used off air/on merchandise)  Creating a brand and encouraging brand loyalty  Branding of particular content (e.g. Sports, News)  Creating the right tone and appealing to the target audience  A marketing opportunity  Packaging and Re-packaging a series of programmes or event (e.g. a season of programmes, sports, national event)
  4. 4. + Identifying the channel  The most straight forward function of a Television Ident is to identify the channel.  The ident first appeared in 1953 on the BBC as commercial television began to expand and viewers need to be able to identify different channels  The first ident on BBC one was nicknamed the "Bat's Wings".  Idents have changed a great deal and new technologies have played a large role in their development with
  5. 5. +  In 1960 the first "BBC tv" logo within a circle was introduced.  It appear on top of a map of Britain split into the BBC's broadcast regions.  The most famous ident “the globe” appeared in 1963. It rotated as the BBC TV logo would appear and a voice would announce “ This is BBC Television“.
  6. 6. + History of BBC Idents: http://www.youtube.com/watch?v=-xOCBj_PACE
  7. 7. + BBC 2 arrived in 1964
  8. 8. +  In the early 1990s the emergence of satellite television meant that television idents were even more important!
  9. 9. + Organising the schedule  An ident plays an important role when it comes to keeping a channel’s schedule organised.  An ident is an ideal opportunity to provide the audience with key information about programming on that channel.  This information may entice the viewer to continue watching that particular channel rather than switching over to another channel.
  10. 10. + Segmentation of the scheduling  Non-commercial channels like the BBC do not have the time between programmes that advertisements provide for commercial channels (ITV, Channel 4).  Idents therefore add time in-between programmes to: A) Provide information B) Promote a variety of programming C) Regulate the scheduling (fill time) D) Provide a break for studio workers (News, Sports)
  11. 11. + Television Idents also have a number of more complex uses.
  12. 12. + Creating the right tone and appealing to the target audience  As well as simply identifying a channel an ident is a chance to provide the audience with information about that channel. It can easily reflect the type of programmes that are shown on it.  It is important that an ident sets the right tone for the channel it is on and is appealing for the target audience.  When the channel BBC Four arrived it built it’s reputation on having more factual and informative programming. The initial idents therefore reflected this.  It is also important that the tone set is appropriate for the age group of the channel. Cbeebies and CBBC have different idents that are appropriate for the different age groups they cater to.
  13. 13. + BBC Four Idents http://www.youtube.com/watch?v =iAw6PBf9BXU
  14. 14. + http://www.youtube.com/results?search_query=cbeebies+idents
  15. 15. + Creating corporate identity  Television channels are no longer restricted to one country.  An ident therefore helps to create a brand in a range of different locations.  Consistency across a range of channels such as the BBC helps to establish a corporate identity that can the be sold across the world.  With the growth of online platforms like the BBCiplayer it is vital for corporations to retain the image that could be so easily diluted in the online world.
  16. 16. + • Branding of particular content • A marketing opportunity • Packaging and Re-packaging a series of programmes or eve
  17. 17. + Creating a brand and encouraging brand loyalty  Building a “brand” for a particular channel is vitally important. It encourages them to stay loyal to that particular channel.  An ident helps to endorse the brand of a particular channel by allowing the audience to become familiar with the logo and the style of the channel.  It is a visual reminder of a particular channel and imprints the “brand” into the mind of the audience. This makes them more likely to watch the channel again.
  18. 18. + Branding of particular content  An ident can be used to identify that particular content or a particular program belongs to a certain channel and therefore “brand” the content.  It can also be used to provide a consistent theme across a range of platforms  The Voice http://www.youtube.com/watch?v=9rSMAdQOBbc  BBC Three Olympics http://www.youtube.com/watch?v=mgRo40FBAU8
  19. 19. + Re - branding a channel  More4 recently re-branded their channel and entirely changed its image.  The new suite of idents was used to help do this.
  20. 20. + Re branding a channel  http://manvs machine.co. uk/projects/p roject/more4 _rebrand
  21. 21. + Branding of particular content
  22. 22. + A marketing opportunity  An Ident is a clever promotional tool  ITV Christmas  http://www.youtube.com/watch?v=ceW6mNDFRVI
  23. 23. + Packaging and Re-packaging a series of programmes or event  Often Idents are used to promote large events or a new series of programmes.  Strictly Come Dancing Identhttp://www.youtube.com/watch?v=aM5_4qGWRC0  Sky http://www.youtube.com/watch?v=OW5LBsl3cvk
  24. 24. + Assignment 1: Task 2: Understanding the limitations of the television ident
  25. 25. + Typography
  26. 26. + Colour
  27. 27. + Aspect-ratio
  28. 28. +
  29. 29. + Adhering to a desired tone
  30. 30. + Duration  Why produce an ident that lasts 3 minutes?  Why not produce an ident that only lasts 30 seconds?  Dog Display Team – Short Version  http://www.youtube.com/watch?v=JE1lc8q6zy0  Dog Display Team – Long Version  http://www.youtube.com/watch?v=LB-REla0Sgc
  31. 31. + Assignment 1: Task 3: Understanding the design of a suite of television idents
  32. 32. + What is a Suite of Idents?  When a television channel designs a new ident, they don’t just design one, they create suite.  A suite of idents consists of several different idents that all have a similar theme that links them together  Having a suite of idents rather than just one provides variety and interest for the audience.  Having a single theme helps to create/maintain brand identity.
  33. 33. + BBC Suites  BBC 'Rhythm & Movement' idents - 2002 - 2006  The BBC One 'Circle' idents - 2006 - 2010 Rhythm & Movement http://www.youtube.com/watch?v=YWgZZnNnl_o Hippos http://www.youtube.com/watch?v=P62npJkxji4
  34. 34. + Time and Place  A suite of idents helps to ensure that the right type of ident appears next to the right type of content.  Different times of the day might require an ident with a different tone.  The programme content might also require an ident with a particular tone.  A suite of idents allows the channel to always appeal to the right target audience.  Channel 4 Suite http://www.theidentgallery.com/c4-2004.php  http://www.theidentgallery.com/c4-2004-2.php
  35. 35. + Seasonality  Christmas always signifies a new suite of idents across almost all channels. BBC Christmas Idents – Original _Part 1 http://www.youtube.com/watch?v=69quw1y -iak BBC Christmas Idents – Part 2 http://www.youtube.com/watch?v=yQW4Ny xUz2Q More4 Christmas http://manvsmachine.co.uk/projects/project /more4_christmas
  36. 36. + Assignment 1: Task 4: Understanding the design of a specific channels idents
  37. 37. + Investigate Your Chosen Channel  In Unit 32 you can choose to produce an ident for one of the following channels:  4Music  E4  4Kids  Before you complete Assignment 1: Task 4 you must decide which you would like to make.
  38. 38. + Task 4 has three parts:  1. Choose at least five different idents from a range of different channels and write a detailed analysis of them  2. After investigating at least five existing idents you must write a summary of your research  3. You must now take one of the idents that you have analysed and collect more idents in that suite
  39. 39. + Part 1: A Detailed Analysis  How much information is included in the design (what it tells you about the channel)  How long it lasts  What the onscreen tempo is (how fast or slow paced it is)  How/why it appeals to the viewers (e.g. creating a particular tone to target a particular audience type)  Whether it is information-led or entertainment led (explain how and why)  What impression it gives you about the channel
  40. 40. + Part 2: Write A Summary  What do the idents have in common?  What key conventions have you noticed?  What elements do you now know you need to include in your own ident design?
  41. 41. + Part 3: Analyse the Suite  How it uses a key theme?  How/why it is different?  What time of day you would image it being shown?  What type of programme it would appear next to?
  42. 42. + STORYBOARDING A TELEVSISION IDENT Obj. To understand how to storyboard a television ident
  43. 43. + A Traditional Storyboard?
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  46. 46. +