The document summarizes research on idents for BBC One, ITV, and Sky One television channels in the UK. For BBC One, the ident focuses on togetherness and features a diverse group of real people performing activities together. The target audience is identified as those over 55 based on demographic information. ITV idents similarly feature single shot footage but of individuals or unrelated scenes. The target audience is identified as females and those over 55. Sky One idents from 2017 use the Sky One logo popping like popcorn or in Morse code, targeting those aged 40-54, particularly males. The document then provides ideas for logo designs and ident concepts for a proposed channel called "The Grid", targeting 18-32 year olds, 60%

1. Grid Research and Planning
Francesca Hall

2. Research:
Current Idents
and Their
Demographic

3. BBC One (Universal Entertainment)
BBC One has recently this year released a new ident package or suite about
togetherness. It features a group of people preforming an activities, it is all
done in a similar steady shot. The concept of togetherness works well with the
idents because it shows a majority of people of different origins and ethnicity
performing at there own pace, for example if you watch the dance class one,
you can see that everybody is in two with each and everyone is giving it
different efforts which is good because it shows the authenticity and realism of
the situation. When the ident is finished they also show you a credit of who
the people with the ident where and you then find out that they weren't
actors which again gives the idents much more realms to the audience.
YouGov, which I have used for all three channels shows that similar to ITV the
target audience/demographics that of people over the age of 55+ which makes
sense considering the people in which BBC have chosen to be in their idents,
however it is a universal channel and that is why I believe that they have
shown a older generation taking part in what is typically a younger generation
activities. For example swimming in a river.

4. ITV (Universal Entertainment)
ITV idents are similar to the BBC's they feature actors and are mostly shot via
a one shot. Unlike BBC the majority of their idents feature on person and they
don't always have to centred around a person for example if you compare the
ident with the pigeons compared to the ident about the guy performing the
bungee jump you will see that there is no real correlation between the two.
One features a man opening the slides to allow the pigeons to fly off where as
the other ident features a man I believe preforming a bungee jump and he
appears on and off the screen. Both have been filmed outside of the studio
and do feature elements such as British weather and the countryside that
people can relate to.
The logo is present in both idents however it fades into the background and
becomes the colours present in the ident, so it doesn't deter the audience
away from what they are watching, this can be inferred that ITV want your
sole attention on what they are showing you, as they believe it is that good.
According to YouGov it states that overall the target audience for ITV is that of
people overall the age of 55 and also females. I can see where they are
coming from in terms of the gender being more female than male due to the
content on the channel such as This Morning and Loose Women. Most of the
idents as well are featuring women or more activities that women are more
likely to do/patriciate than men however there are plenty of idents that
feature male actors and male dominated activities.

5. Sky One – Popcorn and Morse Code 2017
In 2017 Sky One released an new ident package. The first ident is that where the small versions of the Sky
One logo is present on the lower half of the screen, then the no-diegetic sound of a microwave is played
before a larger logo jumps up into the screen causing the little logos to bounce in reaction to this, this
repeats with the sound effects of popping being overlaid to further empathize this concept of popping
popcorn. The ident ends with the screen is full and looks like its about to burst with larger versions of the Sky
One logo before the microwave beeps to symbolize that it has finished. Considering the fact that nothing else
is present within this ident apart from the logo it is safe to say it that the logo and therefore Sky One as a
brand is the main part of this ident in terms of branding it is very effective. You can infer that it tells the
audience that they are bursting with entertainment for them to watch and enjoy. In terms of target audience
and who this ident appeals to I would argue that because it is fairly simple in terms of how it was shot and
also audience or lack of audience participation that it is a very gender neutral ident suitable for a everybody,
it isn't targeted at one specific audience type or demographic nor does it exclude them. You could however
state that the ident is targeted at an older market just because of the fact that Sky One and overall Sky as a
brand is something that you have to pay for as a monthly subscription and a younger audience isn't likely to
be able to afford or have this, in the majority of cases.
Furthermore I would suggest that this is backed up by the next ident which is that which uses the Sky One
logo as a platform for Morse code. Similar to the other ident just mentioned this one only features the logo
however this time it is just a singular logo, that is enlarged and placed in the center of the screen. It is
displayed on a blue background which again keeps in and reinforces the colour and therefore branding of Sky
One as a channel. The logo is flashed on screen in time with the Morse code sound effects, the logo is then
stripped away from the words Sky One just leaving the two different colours and then again the Morse code
sounds effects play and then in a random order the words flash on and of the screen as part of the logo.
Morse code is yes something that most people know about but it is mainly something associated with an
older generation, if you don't include typical sky films. So therefore as mentioned before that is why it fits in
with an older target audience.
Yougov has stated that the audience is that of of being between the ages of 40 – 54 I would say that I believe
that is a little high however due to the type of content on the channel I do believe that overall the target
audience is male.

6. Mind Map - Planning

7. Logo Idea One
• The grid will start of apart than end when it comes together.
• It will then come together with different sound effects to help simulate this.
• Links into real life events.
• For example if its bonfire night than the blocks will spark and ignite and come together with the
sounds for fireworks.
• It will be centre screen.
• I will most likely use the colour scheme of blue and black or black, blue and white.
• If I were to use these colours than the background would be the primary colour so that is ether
blue or yellow.
• I will go for a logo similar to the one on the left in terms of overall structure and style.

8. Logo Idea Two
• This logo will be similar to Sky one.
• It will feature in the middle of the screen.
• Something will fly in off the screen that will affect the logo.
• This will be done in sections, as part of a grid so in 3x3s with the middle block being the
end piece.
• If for example the program is about football than the part of the ident will be a football
being kicked onto the screen in the different sections of the screen until it fills the whole
screen up with balls.
• Another concept for an ident is that if the program is all about food than the food will be
thrown into the screen and onto the logo until the logo is covered with food and then
finally it will shake of all the food until it simulates dripping down the camera.
• I think with this logo because it is so similar to Sky's that by having more than one colour
will over complicate it and therefore I will only use the colours green and white or the
black and blue colour schemes.

9. Colour Scheme Ideas
I like these colours together as I feel like the yellow brings a bright energy
which would link into the entertainment theme that I will propose for the
channel however I don't know if having more than two colours would work and
I don't feel that yellow and white or yellow and black work best on their own
however I will have to see in my test logos if all three colours do actually work.
This is very similar colour scheme to the old ITV 2 logo (green and white)
however this one is slightly dark, I think that it would work well as green is a
gender neutral colour however you could argue the dark shade of green in
which I would use for the channels colour scheme is more masculine.
Again this colour scheme is very similar to that of Sky and there brand however
this a lot dark with Sky using a lighter blue and a grey as apart of their own
branding. I was thinking about having the grid black and then the other smaller
parts of the grid blue, this is just because for my market research I know these
colours work and complement each other well.

10. Audio
In terms of the audio I will use this over the ident to tell the audience what is coming up next, I will also use a
voiceover as part of the ident to create channel continuity to keep them within the online service. It will be
informal so that it will have a much warmer and more welcoming tone.
Due to the fact that I can't use sound bites/clips unless it is royalty free and/or copywrite free. I will ether find
sound effects online as part of my ident this is mainly for diegetic sound. Depending on if I want to have a
soundtrack background music, I will most likely keep it simplistic and therefore I will find something online or
create the music myself either recording or using something as simple as adding 3 tracks together in
Garageband.

11. Mood Board

12. Target Audience – for the Grid
This channel, The Grid will be aimed towards a target audience of 18-32 year olds
and will have a gender spilt of 60% Male and 40% Female. This is because I want
to appeal to a younger audience in terms of the universal channel market. This
channel will also be available as part of an online platform because although you
could run reruns of a program on the channel having it online makes it easier for
people who are at work, as most of my target audience will be. I will make the
audience aware that it is online during the ident with the audio and voice over.
The overall brand will be bold and striking and will be upbeat. I will also
implement real time elements to my ident for example if the weather gets bad
with snow or rain I will have that in the ident or even if there is to be an election
for example I will feature something to link to that however I wont represent a
party just so that there won't be an bias.
I don't think I will feature any people within my idents unless its for something
such as the Olympics or the World Cup for example so therefore I will heavily rely
on commentary to promote the shows on next and what to expect next for
example.