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Channel Ident

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Channel 4 Ident

This ident is entertainment-led as it uses a flagship programme to advertise the channel. This offers a great opportunity as when viewers see The Simpsons they will begin to automatically associate it with Channel 4, thus advertising the channel. It is not obvious that this footage is an ident, which could be seen as either positive or negative. Using The Simpsons appeals to a large audience and therefore attracts alot of attention and effectively persuades the viewer to stay on the channel.

However for non-simpsons fans it could demand a change of channel without hesitation, therefore the purpose of the ident would not have been fulfilled as it is not until the end that the reason for the animation is revealed. Although the ident offers humour and fun to be represented on behalf of the channel, it relies upon the patience and specific interest of the viewer due to its lengthy duration. This could quickly make the viewer bored after watching this ident a few times as it is then predictable.

However, it is not effected by any usual limitations of a viewers television resolution, aspect ratio or transmission system, allowing it to be properly viewed by everyone. Also the audio effects used in the ident make it possible for non-visual viewers to still understand what is going on.
It is likely that this clip is shown on weekday evenings and late afternoons due to its comedic attitude. It could also be shown on saturday/sunday mornings when The Simpsons is likely to be screened.

What is a channel ident?

 

Idents are the practice of radio or television stations or networks identifying themselves on air, typically by means of a call sign or brand name. This may be to satisfy requirements of licensing authorities, a form of branding or a combination of both. As such it is closely related to production logos used in television and cinema, alike. Station identification used to be done regularly by an announcer at the halfway point during the presentation of a television program, or in between programs.

The history of BBC television idents begins in the early 1950s, when the BBC first displayed a logo between programmes to identify its service. As new technology has become available, these devices have evolved from simple still black and white images to the sophisticated full colour short films seen today. With the arrival of digital services in the United Kingdom, and with them many more new channels, branding is perceived by broadcasters to be much more important, meaning that idents need to stand out from the competition.


When making an ident you have to:

• Make sure there is no text or voices in the ident, as it will distract from the announcer
• Don't make it too interesting so the viewer won't listen, but don't make it too boring that they'll switch over
• Don't include anything offensive as that's not a good representation for the channel.