ITV Discussion Thread

I don't understand why they couldn't put a full colored ITV4 D.O.G over the blurred patch on screen.

EDIT : Just saw the set. Looks like the image is coming away from the pumpkin table in the studio.

I think the Indian host broadcaster don't offer a clean feed, and the DOG includes adverts that ITV aren't allowed to air, hence the smudge. It was quite an annoyance last year, too....

The second episode of Coronation Street had a cue dot for around 30 second at the end. Why would that be? These tend to only be used on live shows nowadays. Why was it used on Coronation Street? The cue dot went over the IPP stuff too, so it was put on by ITV1 rather than the programme.

Local Ad's probably to do with a prime time show being sponsored by a 'Welcome to Yorkshire'? Thats my Guess

Its ITV1 that needs saving - talk about dull, dull, dull. The Carlton/HTV hearts were short, punchy and memorable the current set of ITV1 idents are just a nothingness of concrete buildings/street views and black and yellow. (only BBC2 are worse!)

It's quite odd, they make a big thing about ITV1 being the country's entertainment destination but seem happy to stick with a drab, dishwatery set of safe, samey idents. There's nothing particularly wrong with them individually (well, other than the music) but they just seem so out of step with the image the channel wants to promote.

The recently introduced trail style was a step in the right direction, surprised they never turned that into an ident.

*sigh*

The point is: ITV1's idents are deliberately dishwatery. You're supposed to remember the programmes, not the screensavers in between them that nobody except a few hundred members of TV Forum cares about.

Unlike BBC One, ITV1 is not desperate to take ownership of its programmes with a schizophrenic set of outrageously expensive themed idents to suit every conceivable occasion. Instead, ITV1 allows the programmes to take centre stage by making its idents intentionally forgetable and samey.

When I think of BBC One, the first thing I think of is BBC One. In your face, self-conscious, desperate to be noticed and slightly paranoid that you're going to hop over the wall and discover that there is a world beyond the BBC's borders.

Whereas when thinking of ITV1, I think of Coronation Street, the X Factor, BGT, Midsomer Murders, Emmerdale, This Morning, ITV dramas, movie premieres, Ant and Dec, Harry Hill, Saturday night family entertainment: a cosy, friendly, pleasant little channel that just gets on with showing great shows.

I've no issue with the ITV1 idents. They do their job, have a common theme and unlike some I see nothing wrong with the music at all - certainly better than the hatchet job the BBC have done. The way some people are talking here it's as if they're calling for the return of the celeb idents.

Idents matter less on the bigger channels as they're not niche. If these were the ITV2 idents then perhaps there would be more of a problem. They are a bit dull and dreary, perhaps not as strong as the BBC1 and Channel 4 brand identities, but they're only on for about 20 seconds whilst the announcer tells us whats coming up. Noone actually tunes in to see an ident, or at least I hope not anyway. Obviously they do have importance but they should never be priority.

Whilst idents are a nice little discussion point for the forum, realistically they come second to programming, an area where ITV1 is struggling quite a bit at the minute. Rightly so, efforts are being focused there.

The current look of ITV1 is very dreary, they say they want to be the entertainment channel of all analog TV stations, but put some life into the idents at least. They call themselves the brighter side, make it brighter then!

I'd argue there are signs to suggest on screen branding isn't as unimportant to ITV1 as some are perhaps making out. For a kick-off, why would they commission a set of 12 extravagantly produced idents if the ultimate intention was for them to be "samey and forgettable"? (no wonder Red Bee won the pitch /snideremark). A few basic pieces of film/animation could have achieved this at a fraction of the outlay spent on the current lot.

Why was the January 2006 package replaced after a mere 10 months? They informed the viewer that they were watching ITV1, were inoffensive, safe and pedestrian, allowed the programmes to take centre-stage... what was the problem? Similarly, why do they add new idents at regular intervals?

Branding can play an important role in establishing the tone for a channel; clearly this set was deemed appropriate for a mainstream primarily entertainment-focused station. I would disagree. I'll be straight with you, I'm not a regular ITV1 viewer but I've seen my fair share of X Factor/BGT junctions with the announcer trying admirably to build an appropriate atmosphere above the droning of a plodding soundtrack accompanying a woman bicycling through a dark street. It's a mis-match.

Will the vast majority of viewers care about these isolated instances - absolutely not. Does ITV1 care? Well they've spent the past 9 years chopping and changing through a variety of different looks so yes, I'd say they do. They understand the importance of presenting an all-round, cohesive look and what that can add to the general, overall feel and wider public perception of the channel. But, in my opinion, although close they're not there yet.

Idents are indeed far from the be-all-and-end-all but they can be useful if used as part of a package that's intentions are clear. As I have said, although in isolation ITV1's current series have been executed well enough (and whilst I respect your point of view, Chie), I'd question whether "dishwatery and forgettable" was really what they were going for.

But yes, let's let them sort out their programming first before calling for new logos.

After reading this post, I question why you even visit TV Forum if you think television idents are so meaningless.