ITV Launch New Promo Styles

Now ITV3, ITV4 and to a lesser extent ITV2 need to be restructured in order to lose their "uniformity", otherwise this move doesn't make sense

I would've assumed such a system would've been designed to do those transitions on the fly using a computer in playout? Doing it manually for each ident sounds impractical to me.

No. Each promo lost a second at the top and at the bottom for the transition

If a promo was being shown on all channels - it would need an opener for each separate channel, for each version. So big pushes ended up with hundreds of versions.

Plus the way their scheduling works it's actually very rare to get two promos next to each other.

It may look basic, but I can see why they've done this. A complex promo toolkit is a b*tch for productivity.

I'd argue in 2013 it worked extremely well. The idea being that information faded off the screen before the next began.

Some examples:
courtesy of Telly Caps




ITV 2 & 3 courtesy of iMattG5

They did a review last year to see if there was a way to salvage the flow system - and there weren't many to review!

The flow system was great but I can imagine it was a lot of work.

Also as said above, the majority of promos air on their own, in the middle of shows you only get one at the end of each ad break, in between shows you might get one before the ads, one or maybe two after the ads.

The only time you get loads back to back are the times when ITV has deemed it less lucrative for advertising, meaning the most work airs when there are the lowest number of viewers!

A shame that they didn't do something similar to Sky with the same background used to top and tail promos across all of the channels.

I understand people's points about consistency across channels, however, I really do like this new ITV style. It looks clean and crisp compared to the previous design. I always think gradients can become dated very quickly and I believe that was the case with the old white/grey background.

Whilst I appreciate the effort involved for the flow system was perhaps not justifiable, the new format could be much better. It's very plain looking. Too plain. When I viewed the screenshots on here, I thought the new text size was a bit on the large side. Having seen it on a 50" screen, well, it just looks rather silly really.

I quite like the ITV DOG fading out during end credits when the ECP appears, The logo should stay faded out after the ECP disappears.

Also the gradients on the break bumpers have been removed in favour of a flat white background. The logo has also changed to flat colours.