1. Use of text:
(Title, Credits, animated captions, stings, idents, interactive
menus, web banner)
Ident

2. Brief description:
What do you see?
You immediately get the feeling that ITV were trying to appeal to a younger
audience when this ident was shown. The use of teenage boys playing basketball in
what appears to be a very urban looking landscape is an example of this. The
motion graphic has plants and yellow flowers inexplicably growing at a very fast rate
up the back of the basketball board, with many petals and leaves floating away
around the basketball court. The plants and flowers then begin to fill up the court
and then the surrounding area outside of the court.

3. Techniques used:
Animation, Visual Effects, Colour Rendering, Graphics, Movement
The obvious use of animation is when the plants and flowers begin to rapidly grow
all over the area that is on screen. The flowers are yellow, which symbolised ITV at
the time of the ident being aired (ITV have recently re-branded). The colour is quite
vast, especially as the plants and flowers begin to fill up the area. The movement of
the ident begins at the very start of the sequence. It begins with the back of the
basketball on a angle from the right. The camera then tracks toward the left,
showing more and more of the action as it moves. This is a good technique for the
viewer to watch as you see barely anything at the beginning so are waiting for the
action to occur.

4. Advanced techniques:
Blur, Sharpen, Distortion, Rotation, Opacity
There isn't much advanced techniques on show during this ident. Most of it has a
sharp look to it, the logo, the area and the basketball net and court are all very easy
to see. However the players are shown at the other end of the court, making them
not necessarily blurred but not very sharp either. The only other noteworthy
technique is a slight blur on the floating leaves and petals.

5. Technical comments:
Video format, Screen ratio, Resolution, Frame rate, Compression
The video is played through YouTube;
Screen ratio: 16:9 (standard for widescreen)
Video format: 360p
The codec is Codec: H.264, which is also known as MEPG-4 AVC.
Pros:
H.264 delivers incredible video quality at data rates one-fourth to one-half the size of previous video
formats
H.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. and file size is 3X times smaller than comparable MPEG-2 Codecs
It is easy to integrate and covers wide range of picture format. Hence used in large application segment
Cons:
H.264 requires longer encoding time
It is certainly not constricted and low-bandwidth friendly
More Hardware overhead is also one of the limiting factor
Licensing agreements are complicated.