Looking at Channel 4

 The Ident I chose to look at is from Channel 4, before looking at the ident, some research into channel for must be done to insure a true understanding of the TV ident and its purpose.  The first thing I looked into was the channels mission statement, as it is an important aspect of the idents that are produced. The channel 4 mission statement read "Our strategy in 2004/5 focuses on our reputation for diversity, innovation and nonconformity. Our mission is to Do It First, Make Trouble, and Inspire Change."  From this we can gather that channel 4 is quite an ambitious TV station, first saying, "do it first". I think that this reflects the channels style and approach to TV, they want to be unique and fresh, with new exciting content that can only be found on channel 4. The second statement reads "make trouble", by this i think they mean through the content they show, and how different it is from other channels, some controversy and bad views towards the channel will be expected. Channel 4's unique and modern and sometimes intense themes will not be agreeable by all audiences which is what their aim is. Lastly the channel wants to "inspire change" which again reflects onto the content and themes of the channels programming, portraying that the programmes will educate and spark thoughts of change within the channels viewers. Personally reading that has already interested me in the channel as it promotes a more interesting side to TV programming.

 Over the past ten years the television industry high risen with extraordinary growth, channel 4 has kept up with the competitive industry for example the launching of 4 new digital channels that are still today growing content wise and audience wise. Because of the channels constant growth in content verity, research has shown that audience figures are of much younger and upmarket viewers the most other commercial broadcasters and is said to be the most talked about TV channel by those aged between 16-35 year olds. Through the channels wide verity and ability to make viewers think about things from different perspectives and opinions, channel 4 is able to attract massive audience whither its indifferent cultures, religious persuasions, races, sexual orientation and age.

Opportunities and Limiatations of Onscreen Graffic Representation

 Back when there was only the BBC, there was no need for branding devices, as it was in everyone’s general knowledge that the BBC was the only TV channel broadcasting at that time. It was around the 80s when onscreen graphics became in use by companies looking to brand their channel.  Now the development of technology (satellite, cable, Freeview) has led us to a point where they’re a hundreds of TV channels that want to be recognised.  With all these channels trying to promote themselves on screen graphics it of vital importance in creating idents that communicate to the audience. 

Opportunities 

 There are many advantages and disadvantages of on screen graphics here are some of the advantages...

 The use of on screen graphics has created great opportunities for tv channels to add visually exciting or appropriate graphic visuals to their TV indents. With the development of on screen graphics channels can easily create brand identity and have chances to boost there ratings thought them. As the amount of tv channels grow, the more necessary an TV idnet is, and with on screen graphics its becoming easier to do so. 

 TV idents are not the only things that use on screen graphics, on screen graphics can be used for much more such as Adverts. Adverts use on screen graphics such a text to catch the viewers eye and let them know what brand is selling the product.  This link will take you to a goo example of how on screen graphics can be used to promote products and their identity. http://vimeo.com/12780273#

 Another great example of on screen graphics is through sports TV, all of the score boards, name tags, match facts are done using on screen graphics. Although the context in which on screen graphics are used is quite different, they still generally have the same purpose and that is to inform the viewers, and catch their attention. 

 Informative on screen graphics or info-graphics are used to display important information on screen such as statistics or text based information for example the news uses on screen graphics to show facts about what the reporters are discussing By using the on screen graphics to not only represent numerical values, but statistical and text based information along side images and animation, an audience can get a better understanding as to what really is going on and what background information they had, It can also help those who are more visual learners to understand difficult subjects in a simplistic manner.

 The use of logos on screen while programmes are running as been a massive key to the branding of channels, even really simple applications of on screen graphics can help the promotional process of the channel identity.

(to be continued)

Design of a TV ident

TV idents are also created to inform the audience as well as displaying their qualities and aspirations. Most of the channels will inform the viewers through the use of on screen graphic representations, visuals concepts and ideas, and informative voice-overs. What this does is inform the viewer on what type of audience the content of the channel is aimed at. Idents can be played at the start of programmes, at the end of programmes and even in advert breaks, this is an marketing technique used to make sure the audience is reminded on what the channel identity is, as well as advertising the channel to more TV viewers. The information (which can be found in the channels mission statement) within these idents are often unnoticed by viewers as it is done through entertainment. An example of this could be the BBC as the incorporate a globe into their ident, which is informing the viewer that the channel is international, as well as globally recognised. it is crucial for idents to entertain as well as inform, if an ident is boring the viewers want watch it, which means the information presented within the ident wont be seen. 

When designing a TV ident, 6 things must be carefully thought of as well as planned, Interaction with viewer, space and time, density of information, screen tempo, information led, entertainment led. the combination of these and the decisions on how to use them are very important as they sum up the main aspects of the channel being represented .

Before making the ident, the channel will give out a brief explaining what type of elements they would like to portray within the ident. In other words a list of information that they want to present to the audience E.g. if ITV were to create an ident for a sports channel, they would state that they need a football to relate to the athletic themes of the channel. Things like this are extremely important as they sum up and give clues as to the general information that channel is trying to communicate over to the viewers. Further more the density of information that in used in the ident is vital as it used to tell the viewers messages on that specific channel and informs the audience on what to expect. Different amounts of info density can lead to different portrayals of the channel, E.g. An ident with low information density is more likely to be a slower channel, perhaps with toned down mellow content. Whereas an ident with high information density with more likely to be quick and fast pace with a lot exciting programmes within the channel.

Another key factor in designing a TV ident is the space and time in which they ident is played. Every channel is made with a specific target audience; this means that the ident must be suitable for that target audience as well. The duration period for a TV ident can effect the audiences views on a channel for example, Idents that last around 30 seconds are said to be aimed at older audience members as they are more likely to be patient and watch a longer ident before the programme starts. Shorter idents E.g. 15-20 are more suitable for younger target audiences as most young adults will be eager to watch the programme and not the ident that comes first. Overall the time represents the type of audience the channel is aimed at, meaning each ident is timed with the audience age in mind. The term 'space' when referencing to TV idents is the amount of white space or blank space that is shown within the ident.

This is an ident for Disney clubhouse, there is almost no use of white, the yellow wash creates a young lively atmosphere around the ident where as if the ident were to have white background it would seem harsh and more grown-up. 

As well as space and time, another important element of TV idents is on screen tempo. This is referring to the pace in which the ident is edited. The screen tempo can suggest wither or not the channel is exiting or boring, happy or sad and so on. Having quick cuts and edits will make the ident have a general lively approach towards the channel.

Idents don’t only communicate information through entertainment techniques, it is important that an ident is information led. This means that info to do with scheduling and so on must be clearly presented in the ident. For example this ident for channle 4 uses a voiceover reading give out information while the ident is playing, while others my simple have the information present of the ident in written form.  It is extremely important in the disgn of an ident to incorporate information led aspects as it informs the audience about what the channel has to offer which determines wither or not the viewer stays watching or not.

The design of an ident must also be entertainment led; this is done though the visuals on screen as well as through continuity voiceover readings.  The ident must be entertaining in some way or else no one will want to watch it, having interesting comments or eye catching visuals or even both will make the audience more intrigued in what their watching. The TV ident must appeal to the target audience, which in most cases means that an even amount of information and entertainment is presented within the duration of the ident.

Last but not least the ident must communicate and connect to the audience. Interaction with the viewers makes for a enjoyable experience as well gaining interest in the channel. More modern versions of this are seen through social networking sites that combine the continuity voiceover with online visuals.