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.