The document discusses several types of motion graphics including interactive menus, idents, stings, and title/credit sequences. It provides examples and technical details of each type. For interactive menus, it analyzes the Iron Man DVD menu. For idents, it examines a BBC ident from 2006. It looks at an ITV World Cup sting from 2010. And it evaluates the credit sequence from Sherlock Holmes. For each example, it outlines the video format, screen ratio, resolution, frame rate, and compression used as well as effects like movement, blurring, and sharpening. It also discusses the pros and cons of different technical aspects.

1. Motion graphics are graphics that use video footage or animated technology to create
something that looks like motion, they also usually use audio. There are many types of
different motion graphics and they are used all over the media all for different things.
Compositing video is a big part of motion graphics, compositing video is when there are
several different video clips layered on to each other to create one single video or graphic.
Interactive Menus
An interactive menu is usually seen on a web browser or a DVD menu. It’s fairly obvious
what it is – a menu you can interact with, on the DVD menu, you can choose from several
options such as play or scene selection most commonly. The example of an interactive menu
I chose is the menu for “Iron Man” which I chose because I really like the film and thought
the menu obviously had some thought put into it, I found the graphic on YouTube taken
from the UK DVD. We see Iron Man operating controls and it makes it look like the Iron Man
is choosing the options we choose which make it feel more interactive. It is mainly an
animated motion graphic because Iron Man himself is animated and the majority of the
things on the graphic are animated. Other visual effects used include a constant flickering
which creates the effect of it being seen through the vision Iron Man sees it through which
is like a computer, this makes it feel slightly more interactive. Movement is used because
Iron Man is constantly moving around in the graphic and also there are scenes from the film
moving around in the background, the clips from the film are seen moving around, they are
key clips which make the film look exciting, they are there to give you a quick glimpse of the
film before you watch it. These effects are probably seen on a lot of different interactive
menus because they are distinctive features which help you recognize which type of motion
graphic it is. Advanced techniques used include blurring because where the screenshots
from the film move around they become quite blurred, also Iron Man himself has been
sharpened because he is the main focus of the graphic. Rotation is used often because Iron
Man rotates around the graphic as well as the screenshots of the film which rotate around
the screen. These are also some of the standard advanced techniques you would see used
on an interactive menu and you’ll find most of them include these techniques, they will help
you recognize what type of graphic it is.
The video format for this interactive menu is PAL which is the standard definition image for
the UK and Europe. PAL delivers a frame rate of 25 fps in 625 lines compared to NTSC
(standard video format for USA) delivers 30 fps frame rate in 525 lines. The main difference
between PAL and NTSC is that NTSC technically has a slightly smoother picture than PAL,
also NTSC receivers have a tint control to perform colour correction manually, if this is not
adjusted correctly, the colours may be faulty, however for PAL, it automatically cancels hue
errors by phase reversal, so a tint control isn’t required, these are only very minor
differences however. Pro’s of PAL format - greater number of scan lines which means more
picture detail, also the higher gamma ratio means that the gamma value for PAL/625 is set
at 2.8 as opposed to the lower 2.2 figure of NTSC/525. This permits a higher level of contrast

2. than on NTSC/525 signals. The cons include - more flicker which is caused by the lower
frame rate. Also lower signal to noise ratio - The higher bandwidth requirements cause
PAL/625 equipment to have slightly worse signal to noise performance than it's equivalent
NTSC/525 version.
The screen ratio of the interactive menu I chose is 4:3 which means every 4 units wide is 3
units high. I think this is a good format to use for a DVD menu because everything is all close
together so it is easy to navigate where it would be difficult if it was bigger. Pros of 4:3
screen ratio include – anything that doesn’t involve video or games works well in 4:3, such
as working with text. Cons include – it isn’t great for watching videos or playing games
because it’s all squashed into one space. The resolution of the graphic is standard definition
(640x480) which basically means how much detail there is in the picture, standard definition
means there is less detail in the picture. I think HD would be better because it would make it
a lot better quality and subsequently feel more interactive and real life. Pro’s of standard
definition include – smaller file size, doesn’t cost anything extra. Con’s of standard definition
– picture not as good as it could be, not as much detail. The frame rate of the interactive
menu is 25 fps which we know because it’s standard for something in PAL format. 25 fps
pros – used for pretty much everything, very common. 25 fps cons – picture isn’t as smooth
as it can be with higher frame rates. The compression used for the interactive is MP4, which
is used to store digital video and digital audio streams, especially those defined by MPEG,
but can also be used to store other data such as subtitles and still images. MP4 pro’s - good
image quality at low data rates, MP4 cons - Standard is still being designed.
Ident
Ident means station identification. In the UK they are used between programmes to identify
what channel they are and sometimes briefly some up what they include on the channel,
always using the channel’s logo. They are often just brief clips of something which may be a
theme in one of their programmes such as for BBC, one of the idents is of people playing
football, representing Match of the Day. There is almost always a voiceover of an announcer
telling us what the next programme will be and what the actual channel is. An example of an
ident is a BBC ident from 2006, which I found on the ident gallery taken from BBC, the
format for this is MP4. In the graphic we see a large group footballers playing football, at
first they are all playing by themselves kicking the ball up and doing skills with it but then
they form a circle and start kicking a lot of footballs around in this circle. This can briefly sum
up BBC and the kind of programmes they show even though it may not represent a specific
one, in this case Match of the Day and similar football based programs. The only technique
really used is movement, which is to be expected in any motion graphic, the movement is of
course the movement of the footballers playing football, at first we can only briefly see
parts of the footballers but you can tell what’s going, more is revealed as the graphic gets
further in.

3. The video format used for the ident I choose is PAL which I know because it is a BBC ident
which is obviously from the UK, I have already listed the pro’s and con’s of PAL video format
but other technical comments are different to previous graphics. The screen ratio of the
ident is 4:3 which I have also described as well as some pros and cons such as it being too
small but being able to fit in more for video games. The only difference between the ident
and interactive menu is the compression; the compression for the interactive menu is MP4
whereas for the ident it is Xvid. Xvid uses ASP features such as b-frames, global and quarter
pixel motion compensation, lumi masking, trellis quantization, and H.263, MPEG and custom
quantization matrices. MP4 has a lower bit rate than Xvid but MP4 can be played in most
media players whereas Xvid cannot. I think MP4 is of more use than Xvid because it has
become very common and can be used for most graphics. Pro’s of Xvid – Great quality with
sharp detail, support in consumer electronics devices and good encoding speed. Con’s of
Xvid – Still under development, not as common as DivX.
Sting
A sting is basically a motion graphic used on television sometimes used to advertise
something but it isn’t actually remotely like an advert, just a motion graphic which
represents something. An example of a sting I used is the ITV Sport World Cup Sting which
was used during the 2010 FIFA World Cup, I found it on Vimeo (taken directly from ITV), the
format is H.264. It is basically a gold liquid forming a ball on top of the cup (which is the
Earth) and then the cup basically forming and coming into focus, it is all in bright gold
colours to make it look more valuable and prestigious (which it is) and it’s also done to keep
your attention, it is not clear straight away what the sting is for so it keeps the audience
watching. Visual effects are used to make it look like a small and gold version of the planet
Earth is forming on top of the cup, it starts off as a liquid and forms into the Earth,
sharpening at the same time. Also visual effects are used to make the cup look brighter and
shinier. Movement is used because the cup itself moves and there are two rings around the
cup which move and rotate around it. Blurring is used when the planet is forming from a
liquid, initially it is blurred as is the majority of the actual cup, sharpening is then used as it
becomes more clear what the cup is. Also the sharpening adds to the effect of making the
cup look shiny/prestigious. Obviously rotation is used because the actual cup rotates as well
as the two rings around the cup. This could be recreated on Lightwave because of the
amount of movement you can do on it, the colour effects would have to be added on after
effects on something similar afterwards.
The video format for the sting is HD (High Definition) which is a format of substantially
higher quality than standard definition. It is much more common to be used in video and
motion graphics now than standard definition because the quality is just so much better. I
think it was right to use HD for this graphic because it increases the quality particularly on
the World Cup and it helps show just how prestigious it is. Pro’s of HD – High quality picture,
clear picture, not hazy or snowy, no degradation. Con’s of HD – Large file size, expensive,

4. some HDTV’s experience a burning of the screen if the same image is left on for too long.
The screen ratio used for the sting is 16:9 which means every 16 units wide is 9 units high.
This has become the most common screen ratio for television and is used for HD and
widescreen. I think 16:9 is the best screen ratio for most things because you can see so
much and get a lot more detail however for some things it does stretch images and worsen
the quality. There is a scene in The Dark Knight where you can see the cityscape and most
things in it but you wouldn’t be able to see it all in a smaller screen ratio. However there is
also a scene where they are all sat in a car which would look better in 4:3 because it’s so
squashed. Pro’s include – Can see the full image of a landscape shot in films, whereas in 4:3
you can’t see everything that goes on. Con’s include – watching an older video on a 16:9 TV
could result in the picture being stretched because it isn’t meant to be played on such a
wide TV. The resolution for the sting is 1280 x 720 which is standard for HD. This means it is
in widescreen and you can see the full picture for anything that requires wider TV, I find this
better for most things because you can see more of what’s in the picture and more detail.
Pro’s include – being able to see the entire of an image if it’s so wide that it requires a wider
TV. Con’s include – if it’s an enclosed image then it will be slightly stretched in that
resolution. The frame rate for the sting is 25 fps which I described, the pros are basically
that it’s used for almost anything in the UK and the cons are that it could run smoother. The
compression for a sting is H.264 which is also known as MPEG4 AVC, it is one of the most
used formats for video recording compression, and distribution of high definition video. The
final drafting work on the first version of the standard was completed in May 2003. The
pro’s of H.264 include - Delivers incredible video quality at data rates one-fourth to one-half
the size of previous video formatsH.264, offers dramatically lower bit rates and better
picture quality than MPEG-2, MPEG-4 or H.263+It is 2X times more efficient than MPEG-4.
Con’s include – Requires longer encoding time, it is not constricted and low-bandwidth
friendly, more Hardware overhead is also one of the limiting factor and the licensing
agreements are complicated.
I have decided to create a sting for the E-Stings assignment and this graphic has contributed
towards my creating of it because I know more about what a sting is, what to include in a
sting and a bit more about how to create it. It’s not quite the same audience as E4 because
this sting is aimed at football fans, of any ages really because it is the World Cup. My sting
will be aimed at a teenage audience, predominantly female so there is a big difference but
it’s given me some pointers towards creating my sting. I would like it to be similar to this in
terms of technical comments, in HD, 25 fps and fits widescreen because that way it will look
as good as it can and most people widescreen/HD televisions so everyone who sees it will
see at its best quality.
Title/Credit Sequence
A title/credit sequence is a sequence at the start or the end of a film or TV program, a title
sequence usually shows us the title of the film and some of the actors in it where a credit

5. sequence is much longer and shows us more or less everyone who was involved with the
film/program.
An example of a credit sequence I chose is the one at the end of Sherlock Holmes which I
found on YouTube, taken directly from the DVD. It is a very iconic one because of the style it
is done which is basically showing us a scene from the film which then freezes and then
effects are used to make it look old fashioned and like it’s been drawn on parchment,
credits then appear. It’s very iconic because the film is set a long time and is an old
fashioned themed film. Techniques used include visual effects which make the images
transform from a normal image to an old fashioned looking image very quickly, to do this
the colours change to mainly brown and make the image look like it’s been drawn on
parchment. The only movement in the sequence is the movement of the characters in the
clips that are shown. Blurring is used on the clip before the effects kick in just to help
introduce it before it freezes, and then once the clip has been made to look old fashioned it
is sharpened so we can clearly see the image and we recognize the clip from the film. The
visual effects in this credit sequence could be recreated on abode after effects and there are
some videos of it on YouTube, there are effects which can be used to make your images look
old fashioned in the way that it is done on this video.
The video format used for this credit sequence is HD which I explained because it was used
for the sting, basically the quality is it at its best when the video format is HD. The screen
ratio is 16:9 which again I already explained for the sting graphic, it’s slightly different for a
credit sequence because it is used in a film which is seen on cinema screens so sometimes
the screen ratio is larger because the screen is so much larger. The resolution is 1280 x 720
which again I have already explained, the standard resolution for HD video, likewise to the
screen ratio though, this will be used on cinema screens and if that’s the case the resolution
will be much bigger because more space needs to be covered. The frame rate is 30 fps
which gives a much smoother frame rate than motion graphics that use a lower frame rate
which has to be done for a movie so that the quality is at its best, it is also the most
commonly used frame rate in the USA. Pro’s include – More focus on environment, con’s –
less smooth character animations. Compression used is MP4 which I’ve already explained
because it was used in the other graphics I described.