NE
Well, in the statement I quoted you just said it 'wouldn't matter if they swopped (sic) channels', but I take your point.
That said, there'd be at least a few people who wouldn't watch The Bill if it was on BBC1 or EastEnders if it was on ITV1. Which doesn't negate your comment at all.
The point I am (perhaps a little ineptly) making is that people do have an image of each of the main terrestrial channels (at least), which they tend to keep irrespective of the branding that is used.
The only really successful re-branding I can recall that was designed to change viewers' images of the channel (and succeeded) was the change from the TWO idents to the 2s for BBC2.
I recall reading that TWO had quite a stuffy, unfriendly, very highbrow image (perhaps a bit like BBC4 now?) which was at least partly dispelled with the 2 look.
That said, there'd be at least a few people who wouldn't watch The Bill if it was on BBC1 or EastEnders if it was on ITV1. Which doesn't negate your comment at all.
The point I am (perhaps a little ineptly) making is that people do have an image of each of the main terrestrial channels (at least), which they tend to keep irrespective of the branding that is used.
The only really successful re-branding I can recall that was designed to change viewers' images of the channel (and succeeded) was the change from the TWO idents to the 2s for BBC2.
I recall reading that TWO had quite a stuffy, unfriendly, very highbrow image (perhaps a bit like BBC4 now?) which was at least partly dispelled with the 2 look.
:-(
A former member
Would a dual branding - e.g. having the cake logo with ITV1 written under it in place of Central - have worked or would this have weakened both brands?
BN
Well, I'm in Scottish tv land, and me and all my friends refer to it as ITV. We are too young to remember the short-lived jewel branded ITV-Scottish Television era. So it just goes to show that for me, and my friends it wouldn't matter if Scottish tv brand dissapeared - it means relatively little to us
AJ
Possibly... because you're dropping the Central in favour of the ITV and assuming everyone knows the cake = Central. However, Central managed dual branding very well during the 1990s.
They branded it as a local station, and "at the heart of the ITV network". The presentation package was excellent, two brands were allowed to co-exist - the old ITV logo morphing into the Central cake - and I don't believe they clashed.
Crowdman Live posted:
Would a dual branding - e.g. having the cake logo with ITV1 written under it in place of Central - have worked or would this have weakened both brands?
Possibly... because you're dropping the Central in favour of the ITV and assuming everyone knows the cake = Central. However, Central managed dual branding very well during the 1990s.
They branded it as a local station, and "at the heart of the ITV network". The presentation package was excellent, two brands were allowed to co-exist - the old ITV logo morphing into the Central cake - and I don't believe they clashed.
CW
Central also had dual branded idents before 1989 using the old blocky ITV logo.
And indeed, all stations used dual branding (although it probably wasn't thought of like that at the time) to some extent in the 1970's, with various 'on ITV' trails, and nearly all stations having a presentation element somewhere which included an ITV logo.
Indeed, the period during the 90's when every station's presentation was 100% station branded was the only time when 'ITV' as a brand was not in general use. Rather ironically, the current non-regional branding directly followed the most regionally branded period of ITV's history.
cwathen
Founding member
Quote:
Possibly... because you're dropping the Central in favour of the ITV and assuming everyone knows the cake = Central. However, Central managed dual branding very well during the 1990s.
Central also had dual branded idents before 1989 using the old blocky ITV logo.
And indeed, all stations used dual branding (although it probably wasn't thought of like that at the time) to some extent in the 1970's, with various 'on ITV' trails, and nearly all stations having a presentation element somewhere which included an ITV logo.
Indeed, the period during the 90's when every station's presentation was 100% station branded was the only time when 'ITV' as a brand was not in general use. Rather ironically, the current non-regional branding directly followed the most regionally branded period of ITV's history.
:-(
A former member
Hi - Long time reader, first time poster.
Yes, but despite that people still just referred to it as "ITV" rather than Meridian or whatever. On one level the change to uniform ITV branding was probably to prepare for the merger of all the companies into one, but surely it was also down to a realisation that people didn't see things as being "a Carlton programme" or "a Central programme". This left ITV in a position of being a brand with no identity
Quote:
Indeed, the period during the 90's when every station's presentation was 100% station branded was the only time when 'ITV' as a brand was not in general use
Yes, but despite that people still just referred to it as "ITV" rather than Meridian or whatever. On one level the change to uniform ITV branding was probably to prepare for the merger of all the companies into one, but surely it was also down to a realisation that people didn't see things as being "a Carlton programme" or "a Central programme". This left ITV in a position of being a brand with no identity
:-(
A former member
Despite being completely useless, HTV here in the west (as not to offend the welsh members) has a strong identity. I know alot of people here call ITV 1 HTV.
Also, does ANYONE say;
'Oh I saw a great program over on ITV 1
Everyone I know would still refer to ITV as ITV.
Also, does ANYONE say;
'Oh I saw a great program over on ITV 1
Everyone I know would still refer to ITV as ITV.