I like ITV 3, you can tell they have gone for dramatic imagary, and its all colour graded to a red and brown look. And it mentioned the graphics would be like pages turning in a story book.
ITV 2 fits its brief, but I am against the whole culture, so will only tune in for repeats and Judge Judy.
ITV 1 seems simple which I like, and as long as its naturalistic, like a window on real life it will be ok, better than actors or exhibitionists (BBC 1)
ITV 4, I think its a week look, it is too litteral to the channel's aims (making those who dislike itv, look twice and see something that isn't immediatly clear).
Clare Salmon, ITV’s Director of Marketing and Commercial Strategy said: "The new branding is the first tangible evidence of the way in which we are now putting viewer insight at the heart of our thinking. We aim to move perception of ITV from terrestrial broadcaster to content brand, making it fully fit for a multichannel, multi-platform world.
That simply won't happen. ITV has been around too long and people's perceptions of the channel are too dyed-in-the-wool.
It has been a day for complete nonsense being published. The worst was that article in the MediaGuardian, you know the one where the women still thinks the celebrity idents are in use. The amount of arty farty statements that mean nothing was very annoying. The main purpose of an ident seemed to be lost on those people
Not sure if it was mentioned earlier in the thread but the ITV Lunchtime News showed a caption slide advertising next week's feature [something to do with personal finance]. The important thing is that it used the new ITV corporate branding, which takes the ITV generic font [obviously] in a yellow and bluey-greeny box. Basically like the new ITV1 logo [yellow] with a blue greeny background to it, similar to ITV4's colour.
ITV FIRES OFF #3m RE-BRAND IN BATTLE FOR VIEWERS
By Sherna Noah, PA Media Correspondent
ITV is launching a #3million re-brand and scrapping its distinctive yellow and blue boxes after discovering its imagery lacks meaning for viewers. The boxes have been on air for three years with, until recently, clips of itsmain stars such as Ant & Dec.
But channel bosses have found in research that while the BBC had a strong identity for viewers as the "dad" - producing programmes that are "good for you" - and Channel 4 was the young and exciting "cool brother", ITV's imagery lacked a theme.
It was therefore perceived as a "little bit all things to all people".
So ITV has created separate logos for each of its channels to attract people who might not normally watch ITV1 to its digital broadcasts.
The marketing team decided that if ITV1 could be embodied by a celebrity it would be Robbie Williams, youth channel ITV2 would be defined by Cameron Diaz, drama channel ITV3 would be Sheila Hancock and men's channel ITV4 Daniel Craig.
ITV1 will be represented by a white and gold logo and clips include a man admiring his physique in the mirror, a couple hugging a tree, children rolling down a hill, pigs wallowing in manure and a man alone in a cinema. The idea behind the images is the "emotional moment we all share". The re-banding, which launches on January 16, follows research involving 6,000 viewers, as well as staff and advertisers.
ITV Director of Television Simon Shaps said: "Some people might think that three years is quite a short period of time since the last significant re-branding.
"But in that three-year period an awful lot has happened in television. There are an awful lot of new channels, programmes and celebrities as well. "We feel comfortable that what we've done is timely and the right thing to doat this particular point."
ITV director of marketing and commercial strategy Clare Salmon said: "Our main objective is to get more people to watch more ITV more of the time. We want to reinforce existing viewers and attract those who think ITV has nothing for them."
The #3 million is in addition to the #7 million spent on marketing the raft of ITV channels. Ms Salmon said the ITV1 brand obscured the other channels in the ITV portfolio.
She said: "We want viewers to see bits of the portfolio that are most
relevant to them. We want each channel to have a distinct personality."
The change comes one year after ITV celebrated its 50th anniversary and as BBC1 also prepares to scrap its idents, which includes young, black and disabled people performing a variety of dance routines.
ITV, which carried out the research with advertising giant M&C Saatchi, said much of the programming on ITV1 gave viewers, whose lives are increasingly fragmented, the sense that they were "part of something".
That has resulted in a new "motivating statement" for ITV1, "TV to talk
about", creating a sense of belonging with others.
ITV is targeting six groups as part of its rebrand.
:: Plugged-in achievers
Wear designer clothes, likely to live in London and TV is pretty low in the
list of priorities - constitute just 7% of ITV1 viewers. The men in this
category would be targeted by ITV4.
:: Ambitious fun-lovers
Young, stylish, into iPods and other hi-tech gadgets but also mainstream High
Street bands. Enjoy reality TV, movies and soaps. Targeted by ITV2 and ITV1.
:: Culture connoisseur
A slightly older demographic - not that keen on TV. Passions are gardening,
books, art, history and politics. Shop at Waitrose. Targeted by ITV3.
:: Middle-of-the-road traditionalists
Enjoy DIY and gardening, local news and nature documentaries. Targeted by
ITV1.
:: TV-loving trend followers
ITV1 is their favourite channel and this group constitutes its biggest
audience at 33%.
Not enormously well-off but get by, TV favourites are soaps and reality.
:: Home-loving TV addicts
Organise lives around their TV viewing and spend much of their time at home -
enjoy Heartbeat and Emmerdale. Targeted by ITV1.
