BBC Midlands Today

What a weird shape! It's sort of like an eye shape, but a bit gone-wrong. What was the point? What was wrong with the normal oval? And why make the change on a Friday (of all days!)???

Most regions have an oval desk, except Wales Today and South East Today, (who have circular desks) and Reporting Scotland (whose desk is more like a rectangle with rounded corners than an oval - and it has a diagonal cross on the front, instead of horizontal and vertical lines). And of course LDN has no desk.

And now Midlands Today has this 'eye' desk. So, although in many ways the generic look is still alive and well, there is an awful lot of scope for variation within the theme.

Sorry StandUp, I have absolutely no idea!

I'm sensing a hint of regional identity for the BBC regions now... is that in the works at all?

Ban anything generic, that's what I say. Trying to have one image across a range of totally different platforms never works. ITV have tried it and that has been a complete disaster and invariably there will be these little rogue regions that decide they want to ignore the big baddies in London. Midlands Today appears to be just the first of the Regions to do this. The Nations already have their own seperate looks, and that works to an extent. However, one generic look for every English Region is a stupid idea. Bring back some sort of unique look for each region, it's just boring having them all looking the same.

I would say that Spotlight (BBC South West) was the first English Region put it's own spin on the generic look. It did so from the moment it went generic - so never fully conformed in the first place.
If memory serves me correctly, the Spotlight differences were/are as follows:

Main area of floor
Most English Regions: laminate flooring/mock wooden look
Spotlight: painted warm orangey color

Blue carpeted area of floor
Most English regions: layed straight onto main floor
Spotlight: on raised platform with lights around edge (like Breakfast )

Occasional sections of wall that aren't ivory color
Most English Regions: yellow
Spotlight: same sort of warm orangey color as floor

(Edited by StandUpAndBeSeated at 1:27 pm on Oct. 21, 2001)

Spotlight never wanted to become Corporate, so perhaps thats why.

Indeed.

Spotlight's generic/corporate set is basically the previous one with adaptions.

1 The painted floor has remained - but changed from black to orange. 2 The platform for the desk has remained - but with blue carpet on top instead of a smooth (plastic?) black surface. 3 The green CSO curtain for the 'window' has ramained - but the blue walls have been replaced by ivory ones.

Call me boring, but I like the corporate look - it's symbolic of unity. If everyone had different, it would send out the reverse message.

He's completely right. Regional identities show that the station has an affinity to the community it shows. The way it presents itself shows its level of commitment to its viewers. Once a corporate identity is implemented, the station loses a certain amount of credibility because it shows that the station's parent company would rather promote ONE brand at the expense of losing regional viewer loyalty.

I actually agree with you, Kath.

I normally keep it to myself, but you saying this gives me the confidence to support this point of view.

Spotlight had a fantastic look before it actually went generic. The titles were just fantastic and the set was very imaginative for a regional programme. The music was just another from Guy Michelmore, composer of the pre corporate Look East, Reporting Scotland, Newsline and South Today themes.

The corporate identity is good in principal, its easy to co-ordinate. Its just a man at the top saying how all the programmes will look. Trouble is, once its been introduced, there is no regulation and the programme is free to do whatever it likes. This ends up with a rather messy image, and never works.

I like a bit of regional identity. In an email from someone at Midlands Today, they said that they have lost too much of their identity, and its not clear to viewers. This is my they constantly say 'This is Midlands Today from the BBC.' They said it doesn't have a distinct brand like the opposition, Central News. Obviously, Midlands Today is not happy with the corporate look, it wouldn't surprise me if they did a 'LDN.'

Would Nick and Sue be the hosts if Midlands Today went LDN? If they do, it would be great, but I suppose it would clash... two seasoned presenters in a young-and-hip-type newsroom... and I certainly hope that Sue has nice legs like the weather girl if she's gonna be standing all day. :

Titles: MDT, MID, MDL... any other suggestions?