This ident is from the channel E4 an shows a hotel room with inanimate objects moving around the room. As the objects move around, the whole room changes and suddenly becomes some sort of sci-fi room with lots of random things taking place. Whilst this is taking place, the music is contrasting as it is very calming whereas you would not feel calm in this situation as it looks very unusual. This tells you that the channel is very whacky and funny, which is true as it plays comedy programmes.
You don't actually find out the channel the ident is for until the end of the ident. The ident does include lots of purple though which is a giveaway as the E4 logo (and other idents) include this colour. Also, the other idents are seen to show inanimate objects moving around with some sort of animation/stop-motion/CGI taking place. The ident lasts 27 seconds which means that it is a long ident and would be used to fill up a large gap before a programme if it is needed.
Although the music is slow and relaxing, the action on screen is seen to be fast paced as everything is happening at once and it is hard to take it all in. The tone set is an uplifting one and sets out to target an audience that likes being random and that like humour. I say this because of all the elements included into the ident can be seen as comedic e.g. ducks quacking, purple water spewing, sharks infesting, lasers beaming etc. This means that the ident is entertainment led instead of information led, although I feel that this is still very effective and lets people know about the channel.
4 Music Ident
This ident is from 4 Music and shows The Script using skipping ropes next to a large 4 Music sign. As they are using the skipping ropes, the footage continuously gets reversed and then played. The reason The Script are on the ident is because 4 Music is a music channel and The Script are a famous band that are easily recognisable. The 4 Music sign is present throughout the ident and is in bright pink (which is the channel's colour) which means that it can easily be seen.
The ident lasts for 20 seconds which is quite a long duration of time for an ident, which means that it will be used when the channel needs to fill up a long amount of time. The tempo of the actions on screen is fast which reflects on the type of music the channel plays. The channel appeals to the younger audience, so the band featured on the ident is a well known band which many young people listen to. This ident is entertainment led as there is no information within it, just a music band jumping around; the information comes from the voice over which tells the viewers about what will be coming up.
ABC4Kids Ident
The ident shown above is from the channel ABC4Kids which shows a well known character talking about the channel. The character shown is the Cookie Monster from Sesame Street which is appropriate as the channel is appealing to kids. The way the ident has been designed is that it has been made to appeal to it's audience as it is vivid, uses simplistic block colours, stars a recognisable character, and the logo is big and memorable.
The ident runs for 30 seconds which is a long time and this allows for the Cookie Monster to talk about the channel and then eat the logo. The music on the ident is fast paced which reflects the audience as kids can be very energetic and fast. All different sound effects are used throughout the ident which appeals to kids as it makes it fun and entertaining. This ident is entertainment led as it is both visually and aurally appealing to the audience. It gives the impression that this channel shows fun and entertaining children's programmes.
ITV Ident
This ident is from the channel ITV and shows a tracking shot of a bowling ball as it is released from the machine. A person is then seen to pick up the bowling ball and bowl it down the alley, returning for the second ball. This is all done in slow motion, and the colours of the balls are vivid. The only information about the channel is the logo which is transparent and on screen throughout the ident. The fact that the ident doesn't give much away about the channel may be because the channel plays a range of programmes. It may have just wanted to show a calming, neutral ident which reflects the programmes.
The ident is on for a long duration of time and the pace of it is slow paced, which makes the ident seem as though it is on for longer. The actions seen on screen are all in slow motion. Also, there is a shallow depth of field on the camera which blurs out the background and focuses on the foreground. This grabs the attention of the logo as it stands out as it is clear on a blurred background. This ident is entertainment led as it does not contain any information apart from the logo of the channel.
Channel 4 Ident
The tempo of the ident is quite slow paced as it is dealing with heavy machinery, although there are a lot of actions taking place within a small space of time. The music reflects the heavy machinery side to the ident as it has a heavy bass line and thick drums. Sound effects have also been added such as cars being crushed, reversing beep, machinery moving, glass smashing etc. This ident is definitely entertainment led as it does not contain any information apart from the brief channel 4 logo created by the surroundings.
Research
Summary
After
looking at five different channels and the idents used, I have noticed that
some have certain aspects in common. All of the idents contain their channel's
logo although some are in your face and some are very subtle. Within most of
the idents I have looked at (E4, ITV, and Channel 4) the logo is not made
very clear straight away. With the other idents (4 Music, ABC4Kids) the logo is
in your face and noticeable from the start. All of the idents have an
appropriate music sound track which can be heard throughout. If a voice over is
needed to announce upcoming programmes then this music will be made
quieter.
The key
conventions I have noticed throughout these idents is that they all seem very
random although they can still be linked to the channel they are for. Also,
certain channels have different colours (e.g. 4Music is pink, E4 is purple) and
these colours are used within the idents. Apart from one of the idents (4Music
ident) the others are not focused around people. Instead they are more focused
on objects moving.
Within my
own ident I would need to include some of the features I have seen from
existing ones. I will incorporate the colour scheme of the channel vastly
within my ident and use the idea of revealing the logo at the end. This makes
the audience wonder what it is about and then they keep watching to find it's
an ident for the channel. I will search for fitting music that relates to both
the onscreen actions and the programmes shown on the channel. I will also focus
it on objects although will incorporate a person's hands.
Suite of
Idents
I have decided to analyse the E4 idents and look at more idents within the suite. All of the idents within the suite look the same and are set out this way so that they are easily recognisable which helps with brand identity. The idents are to identify the channel and these E4 idents do this well as they stand out. The key theme for the idents would be random acts of objects flying around and there being a lot of the colour purple. They start off with a normal scene that can be seen by anyone, and then it bursts out into randomness. The pictures below are from the first/last frame of some of the idents in the suite.
Ident 1: first frame
Ident 1: last frame
Ident 2: first frame
Ident 2: last frame
Ident 3: first frame
Ident 3: last frame
The ident I chose links with the rest of the idents within the suite as it is set out the same as all of the others; with it's bright purple colours and vivid imagination shining through, it links to the rest of the other idents. I would imagine this ident being shown at any time throughout the day as it is not audience specific. It hasn't been created to appeal to one audience. Any age would watch this ident and would find how random it is quite funny. It would be shown before a comedy programme as it has elements of comedy within it. The sound effects and visual comedy would be ideal for the ident to be placed before comedies on E4.
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