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Assignment unit 32 lo1
- 1. BBC Ident 2019 Pear Tree Productions
- 2. Research We are conducting research on Idents. This is so that we know the conventions and uses of idents. Doing this would mean that we know what would work successfully in an ident for the BBC. Without this essential information it is likely that the ident we produced would not work for the BBC. In addition, without any research, we would not be following the branding or the logos of the BBC and therefore the ident would be uncharacteristic, unlike the previous BBC idents. We know as a business it is important to have consistent branding across all of your channel.
- 3. Overview What is an Ident? BBC Idents Differences in Idents Developments in BBC Idents
- 4. An Ident? An Ident is usually a short sequence, on television between programmes to identify the channel to the audience. Idents are used for these reasons: ● Marketing ● Identity / Branding ● Scheduling ● Segmentation within scheduling ● Re-Designing / Re-Branding
- 5. BBC Idents
- 8. Differences in Idents There are quite a few differences in the idents. There are reasons for the differences, which is to be expected.
- 9. Developments in BBC Idents The BBC Idents have changed over the years. There are several reasons for this. This first is the fact that the technology has changed and developed through the years. This is shown by the change from black and white to colour and then to computer generated and then to CGI. Another change is the removal of the world as apart of the BBC’s representation, instead it’s been simplified to just a circle. In addition, over the years they changed their idents from being just for the channel to being for the channel and also for the shows. In addition over the years it became quicker and easier to be able to make idents compared to the past.
- 10. BBC and Really Idents The bases of the purpose of both idents are conventional, as they identify the channel and it’s programs as well as create a familiarity with the channel. However they are trying to convey different things in the idents themselves.
- 11. Successful Idents Idents can be very useful to every channel that uses them.They can be used as a marketing strategy when used successfully. The Shortened Eastenders advert (14.09.15) was a successful Ident because it identifies the channel clearly to the audience as well as promotes their own TV shows, Eastenders. However the branding for BBC one has even been manipulated into the ident, its CGI-ed the square into a circle which is the BBC’s secondary logo.
- 12. MTV Hits idents is also very successful. It’s eye catching, due to its colour and fast pasing and simplistic art style, means it’s memorable enabling return viewers / viewer loyalty. Its colour choice is quite ‘young’ and would appeal more to a younger demographic, which MTV caters to. It’s art style represents the artistic side of MTV Hits showing it’s USP and making it stand out compared to the others. As it’s animated it shows off the fact that it’s not based on real life. It has upbeat music that is quite catchy, this would get stuck in the viewers head and potentially link MTV and the song together which is good branding.
- 13. Marketing strategy They use idents to keep keep audiences interested in the channel. Due to idents being entertaining to watch. Program Influenced idents are very good at informing people of whats interesting on the channel. They can increase watchtime, like for the eastenders one which increased the viewership of eastenders whilst it was broadcasted. It can be used to introduce new programs or new seasons of programs to the viewer, thus making viewer aware of the program and therefore lead to returning to the channel, this causes brand loyalty.
- 14. Bibliography Websites: Author(s) (Year) Title of web page in sentence case. Available online: URL [Accessed date] Wikipedia (2018) History of BBC television idents Available online : https://en.wikipedia.org/wiki/History_of_BBC_television_idents (17/09/18) Slide 9 Nick Highham (2013) 60 years since 'bat's wings' became first BBC TV symbol. Available online: https://www.bbc.co.uk/news/uk- 25168633 (21/09/18) Slide 5,6,7,9 Videos: Ephemeral Tripe (2015) BBC One: EastEnders Ident (14.09.15) Available online: https://www.youtube.com/watch?v=-ZRbqToAC1c (18/09/18) Slide 9,11 TonyHDvid (2010) MTV Hits - Idents Available online: https://www.youtube.com/watch?v=pKmSVTPHHIw (21/09/18) Slide 12
Hinweis der Redaktion
- Successful marketing - The purpose of marketing is to sell a product or categorize the audience, idents kind of do both. They are trying to sell the channel to a select group of people. Idents are usually placed at the beginning and end of a program and during advert breaks., this is highly used by channels that don’t have advertisement and sponsorships This is to remind the viewer what they’re watching. If they are trying to appeal to certain demographic they tend to do market research, which means that the business is less likely to waste money on an ident that won’t reach the intended audience / isn’t suitable for the channel and also actually be able to reach the demographics of the channel easier. If the channel has different types of shows on certain days, such as Friday ghost night on really, it needs to become aware to the audience that these programs have certain days in which they are broadcast. Successful scheduling - The time and day of the week have different programmes broadcasting on a particular channel. It influences the audience’s interaction with the programme/channel as it informs the viewer of the types of programs the channel has and when it has them on. This links in with marketing, as if there are categorized programs on a certain day then the audience must be familiar with that, so on those days it would have idents for the other categorised nights (if applicable) or they will just advertise other programs so that potential audiences will be aware of the schedule of the other programs, and if they want to watch them, they will come back to the channel. Successful redesigning / branding -This is re-designing idents from the same channel while maintaining the same corporate identity and overall theme, but with different branding and possible different design characteristics to better appeal to audiences. This is usually done to attract a new demographic, or at least expand the demographics of the viewer. This is normally done when the channels viewer drop in viewership or the channel has changed its original identity, though this isn’t very common. Successful branding and identity - Having a recognised brand, for the BBC it circles around the fact that it includes circles in every one of its idents, it is now recognized that did something with a circle is involved it’s strongly linked to the BBC. In addition to this, the content of the ident also links to the identity of the channel, which is that of ‘oneness’. It is shown usually by a group of diverse people becoming one group, or part of one thing. In addition to this the pacing of the idents usually represent the pacing of the channel / the show if it is representing one, this represents to the viewer what type of energy the channel/show has. https://phoebeseston.wordpress.com/2012/09/05/the-purpose-of-television-idents/ http://katiesfilmblog.blogspot.com/2014/04/purpose-of-idents.html
- One Ident used by the BBC is the first ident that the BBC made. It has no music in the ident but however did have a voiceover it. It was made in 1953 to replace the text cards that used to be in between the tv programs. It was just 11 seconds long. Known as the bat wings, this ident was in all black and white as the technology was rather much different to ours. Back in the 1950’s branding and identity was not particularly known / used but the BBC did see the need for a new way to identify itself to their viewers. As well as this the programs on the BBc is very varied, as the BBC only owned one channel so it had a variety of programs from british comedy to children's to news. So the BBC was way simpler back then, as the BBC didn’t really have a strong one, its purpose was mainly new with one or two entertainment shows. They use this to schedule their programs instead of a text card, which was groundbreaking and new. The logo has two intersecting eyes which were meant to represent vision and the power of vision, as the eyes were ‘scanning the globe from north to south and east to west. The wing are ‘flashes of lightning’ and represent ‘electrical forces and the whole form takes the shape of wings which suggest the creative possibilities of television broadcasting.’ For the marketing and the branding side, there was not really any reason for spending time on thinking that through, as there was no competitor so it was not really an issue. For the 1950’s this would’ve been an amazing ident however it doesn’t last in the long run. The Logo is not that memorable as it is very complicated, compared to logos that exist nowadays. Not having music now would make the ident very boring and uninteresting to the audience, but once again as the ident was it ‘would not have passed muster today.’ https://www.bbc.co.uk/news/uk-25168633
- Another Ident used by the BBC is the Balloon ident, which consisted of a orange and red globe balloon flying across landscapes and down the length of britain. The BBc had kept with the consistent use of warm tone colours, red and orange, for quite a long time. This meant it was quite recognizable to the audience, hence the use of red and orange on the balloon. Red has the connotation of power and extremes, which works as the BBc tends to have a lot of dramatic dramas and also has the new and documentaries which can be extremely shocking. The balloon most likely represents the BBC having a overview of everything, potentially meaning that they are unbiased. The use of real world places in the advert represent the ‘british-ness’, and love of their country, of the BBC. The balloon being a circle also links in with the BBC’s branding, so it makes it clear it’s the BBC and also having a circular balloon is not possible so the image is quite striking and memorable to the audience. The music with the ident is piano based, sometimes with drums, which though a little dramatic is quite nice to listen to. This makes the audience think that the programs will be a at least a little dramatic. The music varies based on what is next on BBC They used this advert for 5 years on the BBC as a ‘series’, it became quite recognizable to the audience. It was a good branding and marketing technique for the BBC as the balloon became the recognisable ‘logo’ of the BBC instead of just a circle.
- The last Ident used by the BBC that I will talk about is the moon ident. This advert was the one that followed the Balloon one. It used the circle from the balloon and reapplied it to this advert, the BBC rebranded it’s idents several times but this ‘season’ of idents have been around for 10+ years. It’s very simplistic in the concept but it left a lasting effect on the audience as anything that is brought into a circle is now directly linked with the BBc, to its viewers anyways. It still has accents of the previous balloon ident, so it still stays with the brand identity of the BBC. It no longer has piano music used in the idents, it now has more of a classical feel. This portrays the content on the BBC to fit with the music, such as dramas and some documentaries even News would fit with this. This ident however has nothing to do with the programs that are on the BBC, so it doesn’t actually advertise the channel.
- These Indents are similar because the use the classic BBC square logo that hasn’t changed in all the years of the BBC’s life. In addition the circle, which represents the one, has been included in every ident. They mainly follow the conventions of idents, such as having music, a voice over talking about the channel / programs, it has the BBC logo in obvious places and in the same design. They all now have on the right top side a little label saying subtitles, which appeals to both deaf and hard of hearing people. The idents are different because they represent different things. The first was made just as a scheduling technique and to cement the BBC into the minds of the viewers, it didn’t have any competitors so it wasn’t needed for the BBC to. The second take place outside of the BBC, it isn’t necessarily to do with the BBC as it’s just landscape the only important thing here is that it’s about the love of your own country’. The differences between these idents are important as it shows the development of the BBc idents as well as the different uses of them
- The BBC Idents have changed over the years. There are several reasons for this. This first is the fact that the technology has changed and developed through the years meaning that the idents have become better graphically and what the BBC can do with idents is so much broader than it used to be. Another change is the removal of the world as apart of the BBC’s representation, instead it’s been simplified to just a circle. The reason for this is the fact that it is simpler to remember and it’s easier to replicate in different ways, you can do more with it and you can also link in tv programs into the idents easier as the circle is easy to insert into a lot of situations in idents. In addition, over the years they changed their idents from being just for the channel to being for the channel and also for the shows. This means that it can use the same circle representation of the BBC is lots of different ways, it’s also more memorable as it’s just a basic shape unlike the world which though it is memorable it doesn’t link well with the BBC’s changed content, hence the change in the idents. Though it does still represent the world from the BBC’s old heritage but just more modernised for the changing BBC.
- The purpose of the adrian Really ident are to advertise the paranormal programs, adrian is a paranormal investigator which links into the programs he’s representing the paranormal programs. This is apart of a group of idents that represents their different genres of programs. This is different from the BBC onse as they tend to not link with their programs in most of their idents, however there are a few exceptions such as doctor who ones and eastenders. This is successful at marketing their programs and the genre of programs as it does not have distracting details in the idents unlike the BBC, who have a lot of symbolic circle ones. The Really one’s are quite simplistic, as their purpose is to inform the audience of the programs and the channel their watching. The BBC’s is rather just about getting their name out there and don’t have much mention of the programs they have explicitly. Really has quite a wide range of colours used in their Idents but stays consistent with the yellow really, BBC has their red accents and white block BBC. However they both follow the conventions of an ident. Such as having the logo of the channel in the ident and have music in the indents.
- I believe the BBC ident for with the eastenders square is more successful than the normal logos as it is actually relevant to what they actually broadcast, it’s not just identifying the channel to the audience but is also identifying the programs that are on the channel.