I think Sky1 has ditched its 'reflective 1' idents infavour of the basic program specific ones. Each time I switch on either the Stella, Got to Dance or Mad Dogs ident are played.
What a strange thing to do. Sure, they're terrible but not so humiliating they couldn't carry on using them until the next look comes along (sometime next month? Or have I made that up?).
Surely they arent as embarrising as The Café , Glee, Stella and Mad Dogs idents - If you can call them idents. The original idents were nice, why can sky ever stick with a brand and evolve it properly. Recently they seem to launch 5 or so good idents created by MPC and then the cheap program specific idents come along. Back from the blue solid look it was the Got to Dance and Angela and Friends idents - the '1' didn't look the same as in the original idents. And now we have possibly the most generic branding ever, ruining a good package, why couldn't sky just commission another 5 non program specific idents that would air nicely against the originals from February 11.
I got the impression Sky1 was the forgotten channel presentationally, left in the wake of the serious expenditure put behind the launches of Atlantic and Living and inferior to the Movies, Sports and Arts rebrands too.
Perhaps suffering from BBC Two syndrome, also; the premium US content left for Atlantic, lifestyle stuff went to Living, whilst the British productions have yet to catch the imagination (and reek of tokenism). It's lost its proposition as the top Sky entertainment channel (Sky
1
, duh) to become a mish-mash of stuff that wouldn't fit on Atlantic/Living + The Simpsons. Any wonder this was reflected in the lacklustre idents?
If anything, they were aiming their sights squarely at BBC One and as such it was always going to come off looking hopelessly second rate.