This document discusses the purpose and opportunities of television idents. It explains that idents help identify the channel and organize the schedule by signaling what type of program is coming next. Idents can also segment the schedule by airing more explicit programs after watershed hours. Creating a memorable corporate identity through unique visuals and colors helps audiences recognize the channel. Idents are a way to create brand loyalty and market particular programs to the target audience. Channels use idents to package series and events, like using holiday themes, and as a promotional marketing tool.

1. Understanding the purpose of
television idents and the
opportunities they present
Stefan Constantinou
Unit 32 – Task 1

2. Identifying the channel
More 4 has a very obscure way of identifying itself due to its variety
of colours which is quite positive. The More4 logo is identified the
way it is supposedly because of the number of colours on it
emphasizes the variety of shows they offer. They offer a range of
diverse programmes such as: One Born Every Minute USA, Grand
Designs Australia, Heston’s Italian Revolutionaries, Britain: My New
Home and Afghan Army Girls.

3. Organising the schedule
All programmes on More4 are
shown at a common time in
comparison to BBC and ITV.
This shows that unlike channels like
BBC Three that air at 7pm, this is
viewable for all ages at all times
before the watershed.
A narrative is used usually on BBC
programs with the TV ident in the
background moving with an
animation.
An example of another way they organize the schedule is
showing an ident associated with the program on
next, such as a football ident relating to ‘Match of the
Day’.

4. Segmentation of the scheduling
TV shows are more explicit after the watershed as they
are then given permission to swear and portray things
seen offensive.
E4 air shows such as ‘2 Broke Girls’ after 9pm as they
say things such as ‘Bitch… Slag… Slut…’.
Shows such as ‘The Big Bang Theory’ use intellectual
humour and have no need to use explicit humor.
This ice skating ident is shown before ice skating
associated shows such as Strictly Come Dancing.
This is done so the audience can easily recognize
what program is on through the BBC One ident.

5. Corporate identity
A successful corporate identity would
be making people be able to
recognize your ident with small
detail.
Even when the channel is off or on
air, the ident should be immediately
noticeable by the audience.
BBC Three is a good example because it
has a distinctive colour of pink.
This unique colour of pink and the
informal font makes a suggestion
that it’s for a selective audience, in
this case young people aged 16-30.

6. Creating a brand and encouraging
brand loyalty
Creating a group/loyal atmosphere involving the
audience in their brand makes them feel a
part of building on the original identity. For
example, if E4 brought out a really good
program that someone really enjoyed, but
that series ended, the person would look for
another series or program to watch on the
same channel.

7. Branding of particular content
Another benefit is that the ident
can be corresponded with the
program that is on next. For
example, FOX are famous for
the show ‘Family Guy’ and
display a short ident before the
program starts to let the
audience know that the two
shows are related. Another
example is ‘The Walking Dead’
on FOX, they are famous for this
and it brings attraction towards
the channel.

8. Creating the right tone and appealing
to the target audience
It is important that an ident sets the right tone
for the channel it’s displayed on and is
appealing for the set target audience. As well
as simply identifying a channel an ident is a
chance to provide the audience with
information about that channel. When BBC
Two arrived, it built it’s reputation on having
more factual and informative programming.
The initial idents therefore reflected this by
being formally written.

9. Packaging and Repackaging a series of
programs or events
Channels will rebrand and repackage TV idents
so they are associated with the holiday or
event at the time. For example, during
Christmas time, they will display snowmen
and other Christmas themes.

10. A marketing opportunity
An ident is a clever
promotional tool for
attracting an audience. An
example of this is during
Christmas time ITV would
have Christmas idents to
bring in a wider audience
due to there dedication to
the time of year. The films
they display relevant to the
time of year also make
people want to tune in, this
is beneficial toward there
programming.