Channel 4 uses everyday objects like a vending machine and shelves layered in front of each other seen through a camera to form the number 4 in their ident. They use motion tracking to keep the 4 in one place as the camera moves, making it look realistic. The ident does not use many advanced techniques, keeping it simple but effective. It was likely filmed at 25fps for English television and with an aspect ratio of 1280 by 720 pixels.

1. Salford City College
Eccles Centre
Creative Media Production
Motion Graphics and Video Compositing Unit 64
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Use of text:
(Title, Credits, animated captions, stings,
indents, interactive menus, web banner)
Channel 4 use limited amounts of text in their idents as they seem to just use everyday objects
to create a 4.
Brief description:
What do you see?
Channel 4 take everyday scenes and make a four which catches the viewers eye because it’s an
everyday object being used in an extraordinary way. The camera pans down the street and
above the camera is a vending machine and shelves which are layered in front of each other to
make a 4.
Techniques used:
Animation, Visual Effects, Colour Rendering,
Graphics, Movement
They have used motion tracking in this ident to keep the 4 under the camera and took make it
stay in one place as the camera moves. This makes it look realistic.
Advanced techniques:
Blur, Sharpen, Distortion, Rotation, Opacity
In this advert not many advanced techniques are used they have just kept it simple but
effective.
Technical comments:
Video Format, Screen Ratio, Resolution,
Frame rate, Compression
I couldn’t find out much about this advert but I know that it is an English advert therefore it
will be 25fps and the aspect ratio could well be 1280 by 720.

2. Salford City College
Eccles Centre
Creative Media Production
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)
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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