What is a TV Ident and its purpose?
TV idents are usually short videos that use a
combination of music or sound effects and visuals that have purpose and design
relating to its channel. A TV ident is used to give a channel brand identity,
and to attract their target audience. TV channels often use idents as a means
of re-branding, or to show the type themes and genres the channel is currently
broadcasting. TV idents have been around since the 1950's starting when the BBC
created its first ident known as the "Bat Wings" which appeared
between programmes to identify the service. TV idents have come along way since
then, all channels need an ident to establish their corporate identy reflecting
their target audience and programmes, and the verity within the channel.
the purpose of a TV ident is to give companies
a chance to stand out, or present them self’s differently to other channels,
this can be done just by using a certain colour pallet or genre of music. a
good example of this is the Disney logo, as most kids would able to recognise
the logo and incorporate it with the channels programming. This identifies the
channel as Disney to the kids and allows them to find kids shows. Each channel
is trying to show its U.S.P by having unique eye catching idents for example
the BBC tend to use a lot of red which is not usually use due to noise and
resolution issues. In this modern day, with the development of technology and
TV broadcasting, the competition within the tv industry is extreme, as there is
such a wide range of people watching a wide range of tv channels. Because of
these big audience numbers channels are finding it difficult to keep a loyal
audience group, which gives another reason of why Idents are used. idents are
created to infuence brand loyalty as well as keeping viewers interested in a particular
channel rather then all the other channels available.
TV idents are also created to inform the
audience as well as displaying their quilites 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.
