Unit 21: Desinging Ident for Television

Unit 31: Task 1 (a) – Understand the Design and Purpose of Television Ident.

November 13, 2009 at 12:49 pm (Unit 21)

Design of Ident.

Brief History

A TV ident is a small clip of visual and audio to identify the broadcaster e.g. BBC One, E4.  Idents are used by broadcasters to identify themselves in air.  The ident usually contains the broadcaster’s logo and colours, giving the broadcaster a distinctive face. The ident usually try to relate to the audience and the programme that it shows. The first ident for the BBC was shown in the 50s. The ident was very different from what it is today and was refered to as ‘Bat’s Wings’, it featured a tiny spinning globe in the centre, surrounded by two spinning “eyes”, with lightning flashes to either side. It was in black and white for then colour  TV was not invented. The ident  contained the BBC globe, that  has become its trade mark for many of the broadcasters’ years. The ident last from 1953-1963.

TV Idents.

BBC3 – Idents -“Blobs”.

I think these idents are clever because there very simples. Audio from different visual clips are put it on top of the animation. The audio isn’t necessarily funny or was used for humour, but the Blob character makes it funny, this is why I find the ident clever. Humour is by the randomness of what the characters say. The idents have no link to the programmes BBC3 show, but could be link by the uses of humour. In 2003 idents were made with the “Blobs” to promote the first season of “Little Britain”.  The ident I have chosen links with the Glastonbury coverage that BBC3 broadcast.

I would say that the ident is set in Glastonbury because of the blob character’s accent and that below them, there are tents and loud music. He has some sort of cane, showing that he is a shepherd. Another blob is in the shot plays the part as a sheep.   Both blobs are standing on the  ‘THREE’ logo. The blob is complaining about the festival claiming that ‘all  music sounds the same’.

After the character has spoken, the modern song of the time is  played and then the narrator introduces the coverage, whoo is presenting it and same of the acts performing at the festival.  The narrator’s voice, like always, is o f a young age, female and has a regional accent.

Also admire the ident because theme and the colours are so simple, yet the ident has a strong effect.  The themes of BBC3 when the blobs were used were, blue for the background and white for the font. This was the same in the logo. I think these standard  colours were use in the lauch of BBC3 because, the channel was part of the BBC  which has a formal reputation. but by giving the channel the blob characters it gave it an informal twist.

The  word ‘three’ is in capitals and is a different font then the word ‘BBC’. I think that this represents who the channel is for, young people. Because the word ‘THREE’ is in capitals, I’m given the impression that the word is being shouted, which implies youth.

There is no natural lighting, for it is an animation, but a spotlight shines onto the characters and the rest of the background is not lighted.  In the Glastonbury ident, steams of  computerised white light are spread around the setting, giving solid object artificial shadows.

Sometime the pace and the tempo can be quite fast, the joke comes quickly in the clip and if the audience is not watching it from the beginning you may miss it. But in some there are two characters with separate dialogue, meaning the characters take up most of the clip, making the tempo slow.

The ident is anti realist, as some form of computer animation has been used. This also means that studio light of natural light has not been used.

Mise en scene is used in some of the idents when the characters used props for the gags, e.g. glasses, wigs.

More4 – Idents.

In the More 4 idents, the logo makes  different patterns and movements, while the narrator introduces the programme.  Some form of computer animation was used to make the idents.  The movement of the animation is very soothing and cool. And giving the fact that the base shape is a circle, it highlights the cool mood to the ident.

In this ident, the narrator talks about a show that will be shown, on the Venezuelan Revolution, about before introducing ‘The Daily Show’.  He uses quite formal language, but then adds colloquial language when he uses the phases: ‘something fishing’.  I think just reflects the channels identity very well, they are professional, but are relaxed and fun.

The designer of the logo, has given the More4 logo reference to Channel 4′s famous ’9 blocks’ logo, by the way the different sized cylinders make up the number 4.

I think the ident are very classy looking, and I think it is easy to tell who the channel is aimed at. They use a very eye-catching colour. The black background helps make the diffrent shades of green stand out and bold.   I would say that the aim is working/middle class, middle-aged people, or simply, adults.

I also think the ident reflect to type of programme they show.  You can tell that some of they shows are going to be of a serious matter. Also factual based.  The ident give a processional, education feel.

The broadcaster’s themes are used in the idents: Black background, different shade of warmth green, chilled music; the instrument used in the ident consist of base guitar, keyboard etc. and in the others More4 idents, harpes and xylophones are used. I think this makes the mature atmosphere to the channel.

The colours and the animation used make the tempo and the pace clam and relaxing. Instead of using a bright fantasy colour, the green could have been chosen to represent the type of programme they show; real life event around the world.   The narrator’s voice is also clam and relaxed and varies on gender.  Also the accents are sometime regional.  No mise en scene, is used as there are no characters in the idents.

More4 and BBC3  are both  available on freeview. This expands/strengthens both broadcaster’s  corporate image. For example,  BBC1 and channel, which is available to everyone  will  advertise shows from More4 and BBC3. If the audience wants to watch them they will have to buy a freeview box.This gains both audience and awareness for both broadcasters. Both broadcaster’s also have stream video service that you can access on the internet. Channel 4 have 4od (4 on demand) and the BBC have the BBC iPlayer. On both services you can access progammes from BBC Three or More 4. This expands and  strengthens  corporate image, because of the use of new techologoy and giving the audience more control on when they watch the programmes.