Dare I say it, the first one isn't actually too bad. There seems to have been effort in making the credits not look out of place when there's no
ECP (does this new split screen effect have an acronym?!) and guidelines on making the text still legible when boxed in the corner. On my TV the credits to Top Gear were completely illegible when they shrunk the text and moved it to the right. Hopefully this will fix that problem.
I agree with Andrew about the wasted space on the helpline example - surely a balance can be found between using a consistent design and still making maximum use of the screen?
Shame about the credit length being fixed - it makes you wonder how strict they're going to be. As a couple of examples, Neighbours tune could be butchered further to bring it under 30secs and Holby currently runs to about 40 - so it's either a case of quicker or fewer credits.
The big question, will this get around that awful effect of credits jumping a couple of frames at the start of an ECP?
And Buster, any hints as to what ITV are planning?
(Further examples in the PDF linked on that page - BBC Four's uses the background of one of its idents to a nice effect)