The document summarizes an ITV ident for Dodgems that shows an empty dodgems arena coming to life with cars bumping into each other. Animation, movement, colors, and rotation were used to make the cars move around the rink in pairs, suggesting closeness and family. The ident is in HD format with a 16:9 screen ratio to promote ITV's family-friendly brand.

1. Salford City College
Eccles Centre
Creative Media Production
Use of text:
(Title, Credits, animated captions, stings, ITV Dodgem Ident
indents, interactive menus, web banner)
Brief description: There is a deserted dodgems arena and then they suddenly they all come to life and start
What do you see? bumping into each other like a normal dodgems ride. I think the ident is family orientated as
dodgems are usually used by families going to the fair. The cars mainly go round in pairs to
suggest closeness and being together which also relates to family area.
Techniques used:
Animation, Visual Effects, Colour Rendering, There is a lot of movement used in the ident for the cars to move around. There are a lot of
Graphics, Movement visual effects to make the cars move on their own. They use some colour rendering with the
lights. They use a lot of yellow and black which you would represent with ITV as yellow and
black is there main colour scheme.
Advanced techniques: There is a lot of rotation used to make the cars move in all sorts of direction. They also use
Blur, Sharpen, Distortion, Rotation, Opacity sharpen to make the colours stand out and make them look a better quality. They use a bit of
fading for when the ITV logos comes in and goes out.
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2. Salford City College
Eccles Centre
Creative Media Production
Technical comments: Available in HD (1920 x 1080 pixels), 24, 25, or 30 frames per seconds (FPS), screen ration 4:3
Video Format, Screen Ratio, Resolution, and 16:9,
Frame rate, Compression
Motion Graphics and Video Compositing Unit 64
Glossary
Motion graphics - Graphics that use video footage and/or animation technology to create the illusion of motion or rotation, graphics are
usually combined with audio for use in multimedia projects.
Compositing video - When there are several different clips of video are layered over one another to create a single image.
Interactive Menus – DVD Interface or Interactive Menus on a web page
Ident – The ‘call sign’ of a channel or production company to identify themselves on screen, usually shown before a programme.
Animated Captions – Animated Graphics layered over an image / video
Web Banners – A form of web advertising that is embedded into a web page. They are used to attract a viewer to their website. A Web
Banner usually a mix of motion graphics and video
Video Format - 3 Main Formats HD, PAL, NTSC. HD is the highest resolution (720 or 1080 vertical lines in the image). PAL is the UK
Standard definition image (576 vertical lines). NTSC is the US Standard definition image (480 vertical lines). Now in the
digital age we now look at video format in terms of pixels (i.e. High definition 1080; 1920 x 1080 or 2,073,600 pixels)
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3. Salford City College
Eccles Centre
Creative Media Production
Screen ratio – Standard TV ratio is 4:3; this means that for every 4 units wide it is 3 units high. It is likely that the screen ratio will be
Widescreen (16:9) in a cinematic sequence.
Resolution – The amount of detail in an image or signal, such as Standard TV Definition and High Definition. See Video Format.
Frame Rate - The number of video or film frames displayed each second (frames per second; fps). PAL frame (standard UK TV) is 25
fps, NTSC (standard US TV) is 30 fps, film is 24 fps. This means as NTSC updates more regularly there is less strobing
(jerkiness).
Compression – The use of Codecs (WMV, DivX) to reduce the file size of a video by a variety of methods.This sometimes means a loss in
image quality (a “lossy”). Codecs are found in Video Cameras, DVD players / recorders, Editing Packages, Video upload
sites)
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