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.
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