Jacob Evison is researching idents for the BBC to design a new ident for the launch of the first female Doctor Who. His presentation defines what an ident is and analyzes existing idents from BBC channels. Idents are short sequences between programs that identify the channel and can be used for branding, marketing, and informing viewers. Evison examines idents from BBC Two, BBC Three, and BBC One to show how they represent the channels' identities, target audiences, and programming through conventions like logos, colors, and dramatic elements. He concludes that idents must be tailored to their intended viewers and change over time as technologies and audiences evolve.

1. UNIT 32: DESIGNING
IDENTS FOR
TELEVISION LO1
P R E S E N TAT I O N A N D R E S E A R C H BY
J A C O B E V I S O N

2. INTRODUCTION
• My name is Jacob Evison and I am working for the BBC. Currently I am working in the
research and development department in preparation for an ident rebrand specially for
the launch of the first ever female Dr in Dr Who season 11. I have been asked to
research idents and their purpose by looking at existing idents and analysing them,
this will ensure the ident is entertaining and meets conventional expectations.
• In this presentation I will be explaining my findings from investigating the purpose and
design of idents, I will include a range of examples of idents and explain how they
support my findings and the points I will make.

3. WHAT IS AN IDENT?
• An ident is “a short sequence shown on television between programmes to identify the channel.”
• There are many ways in which idents are used, some of these are; Identity, branding, marketing, packaging and re packaging, scheduling and segmentation
within scheduling.
• Identity – Idents are targeted at the same audience that the channel targets their programmes towards. This is to create a relevant audience demographic to
help increase viewing numbers. TV channels are screening all over the world so it is important that the idents have consistency in order to create brand
identity across the world. You can inform the viewer of the channel they are watching using logos and reoccurring themes.
• Branding – The ident should represent the overall theme and morals of the channel that it is designed for as well as that the brand stands for in terms of the
television companies objectives. By using logos and reoccurring colour schemes and fonts you create a brand that can be self advertised through the idents
and then used elsewhere in other forms advertisement i.e. online or print.
• Marketing – As idents are short they are shown many times during the day, not only can channels use idents to advertise themselves, they can also advertise
the programmes they show to generate a greater interest to the programme.
• Packaging and re-packaging - The majority of idents are created to use various media assets such as the stations logo, background audio and the channel's
name. Some types of idents can be classed as ‘novelty’ or a ‘one off' from the usual idents that are broadcasted on a certain station. making it unique to each
individual. repackaged idents contain a very low density of information compared to standard idents and can be more interactive with the viewer. making it
unique to each individual. These are televised to amuse the audience and not especially to inform or create brand awareness.
• Scheduling – Between programmes and advertisement breaks idents can be used as gap fillers in the channels schedule. Some idents there to inform may
include narration which sometimes informs the audience on the following programme. If a programme runs over the schedule then a short ident is best to get
the schedule back on track. If the programme finishes early a longer ident will fill in that time before the next scheduled programme.
• Segmentation within scheduling – non-commercial channels such as the BBC can use idents over 30 seconds long. This gives time for relevant information to
be provided during the ident.
SCRIBD. 2018. the design and purpose of television idents. [ONLINE] Available at: https://www.scribd.com/document/332519129/the-design-and-purpose-of-
television-idents. [Accessed 17 September 2018].

4. CONVENTION ANALYSIS 1
• This BBC Two ident (The Ident Gallery. 2013) starts with an extreme close up on the zip, all we
see is the zip opening across the screen. We start to see a light blue light from outside the zip
which with the yellow material of the zip creates a very positive and happy tone to the ident
within the first shots. We can’t see what is actually being unzipped yet which creates an
intrigue and mystery to the channel that may be reflecting their content.
• The little BBC two logo is constant in the lower right corner of the screen so the viewer can
straight away and all the way through the ident see a connection between the ident
and the channel - If they remember the ident they will surely remember the
They will also simple identify the channel by this logo so they know what they are
watching and later make assumptions as to the kind of material played on the
channel from the style and ideology of the ident.
• We then get a mid shot of the entire unzipped entrance to what is now shown to be a tent
with a vast view of a mountain scape with the person unzipping the tent as an adventurer
which is not only aesthetically pleasing for the viewer but shows the adventure of the channel.
The viewer can start to piece together an ideology of the channel, its dramatic,
adventurous and possibly educational – all this from around 20 seconds of
• The BBC logo in the bottom right corner has disappeared and the doorway can be seen to be a
large two, the consistent identity of the BBC two channel. Also shown in the middle of the two
are the words “channel of the year”, some obvious self advertising here. By putting this
right in the doorway overlapping the main amazing backdrop they are trying to
in centre view so it is seen and against such a background is surely remembered
viewers.

5. CONVENTION ANALYSIS 2
• This ident from the channel BBC three (The Ident Gallery. 2009) is quite different to the first one that I analysed, the BBC two
ident (The Ident Gallery. 2013). The same conventions are there in the way of the logo that clearly shows the channel that
the viewer is watching up in bright bold letters in the top right, but it is a very different ident in the style of its set
up.
• The logo is a part of the image instead of being an additional feature, this is to make the image seem
more artistic and contemporary due to the smooth feel of the image being one whole image. This
the ident feel less serious and more informal unlike the other BBC channel idents. This is because
trying to aim the ident at the right audience for the channel, which in this case is the younger
15-25. this age group would respond well to this as it keeps the image busy and interesting, this is
important as younger people have a shorter attention span so need this kind of ident to keep them
interested in television.
• The colours are bright and the image is busy, this is to stimulate a younger mind that may be bored without constant
excitement. The use of bright colours captures the attention of the audience and then the idents busy
narrative keeps them intrigued. This also reflects the channels content as the programmes they show
generally exciting, fun, comedic and very much aimed at a younger audience.

6. CONVENTION ANALYSIS 3
• BBC one as a channel is synonymous with drama, in the form of; the news, east enders and other much
loved and well known programmes. They have managed to show this in an ident with only 20
seconds of footage.
• In this ident (The Ident Gallery. 2012) the colour scheme is dark and gloomy, the scenery is vast and
intense, then up into the screen rises this helicopter swooping through the sky with the thrashing sea
down below. That is drama, the perfect reflection of the channel in 20 seconds. The audience feel a
connection between the channel and the content straight away and clearly see the ideology and
purpose f the channel - drama.
• The BBC logo appears only right at the end of the ident, everything up to then has been a build up to
finale. This still strengthens the ideology of the channel using suspense of not knowing if
this is actually an ident up until the very end when the realise of discovering it is BBC One
sticks in their memory and is a very effective way of creating a memorable brand identity
• The clear image tells the audience the channel they are watching and they themselves can
piece together, with no doubt, the link between drama, suspense and BBC one.

7. COMPARISON
• In these three idents each is used for a different reason, but all follow a similar format and use the
same conventions.
• All use a clear logo to make sure the audience are aware of the channel they are watching and so
the audience can understand that this ident fully represents the content a d ideology of the channel.
BBC Two use a constant simple logo for identification and so that people know they are
serious channel, BBC One use a big circular logo right at the end for dramatic emphasis
and a bold understanding of the channel they are watching, and BBC Three have a logo
incorporated within their image and use this to intrigue viewers with colour and
excitement. They are all very different, but all carry out the same function –
the channel and passing on its ideology to the viewer.
• The BBC Two ident and the BBC One ident are both based on suspense and only
showing the final logo and information at the end of the ident, thus intriguing the
viewer and creating a cinematic feel which could make the viewer believe that
are more serious channels for an older generation. Where as the BBC three one is
simple and straight forward with its branding, as the younger generation have a
shorter attention span and may miss the logo and the point of the ident. It is very
important that an ident is tailored to the target audience otherwise the content of
channel and the idents would not correlate and the channel would be incredibly
confusing to any viewer.

8. DEVELOPMENT OF IDENTS
• Fashions change and so does public opinion, so it is obvious that the content
that the public consume should change alongside this. This along with
improvement in technologies has meant that the BBC are constantly improving
and changing with the times.
• You can see that as technology has improved idents have changed from simple
black and white still images containing only a logo to extensive dramatic pieces.
Through the now very common and accessible use of animation and advanced
camera gear i.e. drones and high quality cameras.
• Also you can see as television becomes more popular over the years people
expect more. When it was new people were amazed but as it becomes more of
a norm it takes more to keep a viewer interested so even idents have had to
become more interested and creative to keep a viewer watching.

9. RIVAL IDENT
• This is an ident used by ITV 2 since 2015 (vimeo. 2016). The ident is very different in the way that it is
structured, and the message and purpose of the ident differs to that of the BBC.
• Unlike the BBC idents we looked at earlier there seems to be no narrative to the ident whatsoever,
no clear message or purpose. The only conventions used in the ident is the constant logo on the left
hand side of the screen. There is no reoccurring image or colour scheme. It was random images
with unrelated colour schemes and themes.
• I believe that the purpose of this ident is solely to overload the viewer with
excitement, supposedly mirroring the content of the channel, possibly supposed
wild and fun. The viewer will remember the wild images more than they will the
of the channel even though the logo is the only constant.
• BBC idents tend to be serious and dramatic, but they do have fun idents on channels such as BBC
three, like the ident we analysed earlier (The Ident Gallery. 2009). although in that ident there is still
a clear story of what is happening, u can see the pool of ooze and the people stood around and
swimming. Whereas, in the ITV 2 ident there is no clear narrative what so ever.

10. EXAMPLE OF MARKETING
WITHIN IDENTS 1
• A good example of marketing within idents is when they advertise
programmes that they show on their channel but linked into the channel in
some way, thus creating a clear link between the channel and the
programme.
• The BBC has done this many times before, one example is this BBC One ident
(Youtube. 2009) clearly advertising the doctor who Christmas special.
Although this is an advertising opportunity the channel have used to build
up interest in an annual popular show, they have also managed to work it the
other way round. At the end of the ident when the doctor flies away with the
reindeer on his Tardis he does a loop in the sky forming the classic BBC one
circle well known as their symbol. We then see the words ‘BBC One’ appear
on screen. They have very cleverly used the programme they are already
advertising to self advertise the channel.
• Also very subtly the BBC logo is in the bottom right corner all the way
through out the ident. This creates a constant identity for the channel
synonymous with the programme being advertised.

11. EXAMPLE OF MARKETING
WITHIN IDENTS 2
• Another example of marketing within an ident is this Channel 4 ident
(Youtube. 2007) that is clear to see advertising the showing of The Simpsons
on their channel.
• By starting the ident out with no conventions of an ident
whatsoever the audience may believe that this is actually an
episode of The Simpsons. This lack of conventions run until we
zoom out to see the lights of the town flickering with the
logo that the viewers know so well. This creates an unmissable
identity for the ident. the voice over comes on and informs the
viewer of the next programme which the viewer will already
no doubt that it’s the Simpsons. This creates a bond for the
between the channel and the programme that will stick in

12. IDENTS AS MARKETING TOOLS
• A lot of channels aren’t government funded, unlike the BBC, this means they must get
their funding through advertisement. Idents are used as tools of marketing by a lot of
TV channels for both programmes and the channel itself. Idents are basically another
form of advert used for marketing the channel and programmes.
• (WordPress.com. 2013) In terms of on-screen graphics, marketing is closely linked to
branding. The purpose of an ident is to market the channel and in order to do so, it
needs to create a brand identity and brand its content, as previously mentioned.
Marketing a product aims to sell the product.

13. BIBLIOGRAPHY
• SCRIBD. 2018. the design and purpose of television idents. [ONLINE] Available at: https://www.scribd.com/document/332519129/the-
design-and-purpose-of-television-idents. [Accessed 17 September 2018].
• The Ident Gallery. 2013. BBC TWO : 2013 Idents Tent (Mountain) (2013) ident. [ONLINE] Available at:
https://theident.gallery/player.php?id=BBC2-2013-ID-TENT-3. [Accessed 20 September 2018].
• The Ident Gallery. 2009. BBC THREE : 2008 Idents 'Ooze'. [ONLINE] Available at: https://theident.gallery/player.php?id=BBC3-2008-ID-
2. [Accessed 21 September 2018].
• The Ident Gallery. 2012. BBC ONE : 2010 Idents Helicopter ident (HD). [ONLINE] Available at:
https://theident.gallery/player.php?id=BBC1HD-2010-ID-HELICOPTER-1. [Accessed 21 September 2018].
• WordPress.com. 2013. Marketing, scheduling and the concept of packaging and re-packaging. [ONLINE] Available at:
https://jasminjohntvidents.wordpress.com/2013/05/08/marketing-scheduling-and-the-concept-of-packaging-and-re-packaging/.
[Accessed 20 September 2018].
• Youtube. 2009. Doctor Who BBC One Christmas Ident 2009 with David Tennant. [ONLINE] Available at:
https://www.youtube.com/watch?v=_kXvs0aKSt0. [Accessed 20 September 2018].
• Youtube. 2007. Channel 4: The Simpsons Ident. [ONLINE] Available at: https://www.youtube.com/watch?v=XTKtyBupoHE. [Accessed 20
September 2018].
• vimeo. 2016. ITV – ITV2 idents. [ONLINE] Available at: https://vimeo.com/153947222. [Accessed 21 September 2018].