This document provides information about an ident for the E4 television channel. The ident takes place in a back alley storage area and features random items like computers and musical instruments moving about. The ident uses animation and a purple and white color scheme to create a cartoon-like style that fits E4's target teenage audience. Advanced techniques like sharpening are used to achieve high quality for HD television transmission, which requires a resolution of 1920 x 1080 pixels, 16:9 aspect ratio, and other technical specifications.

1. Salford City College
Eccles Centre
Creative Media Production
Use of text:
(Title, Credits, animated captions, stings, E4 Loading Bay Ident
indents, interactive menus, web banner)
Brief description: There are a lot of things going on in this ident. It is based in a back alley with a lot of storage
What do you see? rooms and a delivery van. All the storage rooms open and loads of random items start to move
about. Most of the items are things that would interest teenagers like computers, musical
instruments and food related. E4’s target audience is teenagers so it all fits in well and is fairly
successful.
Techniques used: The whole ident is animated and cartoon like. They use a lot of purple and white as that is the
Animation, Visual Effects, Colour Rendering, main colour scheme of E4. A lot of visual effects are used to make everything in the ident move
Graphics, Movement about.
Advanced techniques:
Blur, Sharpen, Distortion, Rotation, Opacity The only advanced technique this ident uses is sharpen to make it look as good quality as
possible.
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2. Salford City College
Eccles Centre
Creative Media Production
Technical comments: All material delivered for UK HD TV transmission must be:
Video Format, Screen Ratio, Resolution, 1920 x 1080 pixels in an aspect ratio of 16:9
25 frames per second (50 fields) interlaced - now known as 1080i/25.
Frame rate, Compression colour sub-sampled at a ratio of 4:2:2
JPEG2000 - 140 Mbps.
MPEG4, H.264, Long GOP 4:2:2 – 45 Mbps.
MPEG2, Long GOP, 4:2:2 – 60 Mbps.
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
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3. Salford City College
Eccles Centre
Creative Media Production
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)
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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