LUCAS WARRENUNIT 32 / ASSIGNMENT 1 / TASK 1

Idents

What is an ident?

An ident is a short video/visual image that TV channels use to identify themselves with. Idents are used for a number of reasons:

1. To help identify a channel2. Organising a schedule3. Segmentation of the scheduling4. Creating a corporate identity5. Create brand loyalty6. Branding of particular content (e.g. BBC

sports and BBC News)7. Create the right tone for the target

audience8. A marketing opportunity9. Packaging and repackaging a series of

programmes or events (e.g. season of programmes, sport, national event)

Identifying the channel

One of the ways companies help their audience remember their brand image is through idents. Often companies will design an ident with the channel remit and target audience in mind, making sure it is well suited to both.

This is the BBC One ident, which always use the same format of the circle in the middle, as is refers back to when their ident was a globe, it also suggests that BBC One is the one channel to watch

Organising the schedule

Another useful benefit to using idents is that you can incorporate them with the programmes, to inform the viewer which programme is about to show, or to promote another programme on the channel.

However a lot of brands also change their idents depending on the time of day, for example the channel Cbeebies changes their ident every day, once in the morning, mid-day and in the evening, giving the children who watch it an understanding of the timeframe that makes up a day.

In this case Sky 1 HD has used ‘An Idiot Abroad’ to tell the audience what is on next, create continuity and show the channel identity.

Segmentation of the scheduling

For non-commercial channels like the BBC, there are not many times in which they can show their logo, so they put idents before or after a show to provide a break from the programming, and also to create brand loyalty, as the audience will be reminded what channel they’re watching.

Creating corporate identity

Idents are often used to create a brand identity for a channel, most of which are recognised as the logo. These are often based on the channels values/remits which express what kind of content they show and how they aim to show it.

An example of this is this ITV ident which has a very calm and relaxed video, with nice lighting and bold but subtle typography. This relates to their remit which states ‘Boldness, Excellence and Integrity’

Creating a brand and encouraging brand loyalty

Different consumers have a preferred list of stores and brands that they remember and prioritize. Consumers can give you plenty of reasons why these brands have them hooked, including the quality of the product, customer service, consistently pleasant experience, etc. If the consumers offer specific reasons as to why they love a brand, it means the company has developed brand loyalty within their target audience.

Creating a brand and encouraging brand loyalty

Brand loyalty is very important for a successful business, as loyal consumers like to stick with what they know, they are dependable, repeat customers. Consumer loyalty is also important because consumers talk to each other and spread the word of the brand.

An example of this is comedy central as they went from an average weekly share of 0.3, to 0.4 over the span of a two weeks, (according to Barb) meaning more people are watching the channel and being influenced by brand loyalty.

Branding of particular content

Many channels now days have subsidiary channels relating to particular content, like sports or news, and their idents have to match in order to be a successful ident and portray the remit/value. An example of this is Sky, as there is also Sky Sports, and Sky News.

Creating the right tone and appealing to the target audience

This is one of many idents for C4, which are all very similar in their format (the shapes align to for the channel logo). This type of ident appeals to C4’s target audience (majority males aged 16 – 25), as the setting the ident was shot in could be familiar to people who live in similar looking areas, also the area has a very dull and dreary feel to it, similar to typical English weather which many will be familiar to. Another aspect of this relates to their remit ‘appeals to the tastes and interests of a culturally diverse society’, shown here in the ident as there are a variety of ethnicities in the background.

A marketing opportunity

Idents are also used on merchandise to help promote their brand image, this is done via their programming and products i.e. DVD’s and the idents after the show. This increases the brand loyalty, as people who purchase something from a brand are more likely to purchase another thing from the same brand.

Packaging and Re-packaging a series of programmes or event

To keep up to date with current seasons and events, many channels update their idents to fit the themes, which helps the audience feel more engaged in the times and can also tell them what kind of programming is coming up next/soon.

Bibliography

http://www.slideshare.net/LVHS/shara-ident-presentation

http://www.channel4.com/info/corporate/about/channel-4s-remit

http://blog.e-miles.com/4-tips-to-encourage-consumer-loyalty/

http://www.theidentgallery.com/http://production.investis.com/itv/responsibili

ty/values/