Sk-etchbook

I spent today doing a little research watching current and past Idents and doing a bit of research about channel four. Here are a few links to the sites I've viewed.

Early Idents

1982 - 1991
http://uk.youtube.com/watch?v=BJlq64O8iw0&feature=related

1982
http://uk.youtube.com/watch?v=R86_TLuI51w&feature=related

1985
http://uk.youtube.com/watch?v=hsB-eDye7Xk&feature=related

90\'s Close
http://uk.youtube.com/watch?v=tVzHxG50sFc&feature=related

Popular Culture associations & mocks

Hamlet
http://uk.youtube.com/watch?v=FegmPKnARuo

More Recent Idents

Misc
http://uk.youtube.com/watch?v=-CVdllN67OQ

Tokyo
http://uk.youtube.com/watch?v=_9PhF2S5UVk&feature=related

C4 Generic
http://uk.youtube.com/watch?v=PXgl7eWTS-I&feature=related

Channel 4 ident light refraction
http://uk.youtube.com/watch?v=1iYAk-9tvHo&feature=related

The Simpsons Ident
http://uk.youtube.com/watch?v=XTKtyBupoHE&feature=related



Some reading about Channel 4\'s Brand Identity
http://www.channel4.com/culture/microsites/W/wtc4/marketing/promoting.html
http://www.channel4.com/culture/microsites/W/wtc4/marketing/promoting.html#1

The extracts below are taken from C4\'s site -

Logos

Each channel has its own logo, all of which are based on the iconic 1982
animated original. As with all logos there is a constant updating process. This
\'re-invention of the brand\' is particularly important for a channel which prides
itself on being challenging and innovative.

\"At its best, the Channel 4 identity has always been about transformation and
movement. The original, animated logo came to be seen as the embodiment of an
organisation that was constantly re-inventing itself and challenging the
expectations of its viewers. The new Channel 4 identity uses cutting edge technology
to push the brand into exciting new areas.\"

Style Guides

\"The visual identity is the outward expression of Channel 4. It uniquely and
distinctively sets it apart from other channels. The logo is the primary element
of that identity. However, other component parts play an important role in
establishing the Channel 4 visual style. These elements are: colour, typography,
imagery and tone of voice.\"\'

\'On-air\' and \'off-air\' promotional material are carefully controlled by
regularly updated style guides. Each channel has its own specially designed
\'fonts,\' \'page layouts\' and \'colour palette.\' The \'tone of voice\' of each
channel is carefully controlled in line with the brand identity and the well
researched attitudes of its core audience. The \'tone of voice\' is shown in the
choice of visual imagery and in the language of promotional material as well as
in the \'house style\' elements.

Cross-promotion

Channel 4 uses external promotion, billboard and press and periodical
advertising to publicise new programmes and services. \'Free\' publicity has often
been guaranteed by Channel 4\'s more controversial programming. \'Themed nights\'
and \'seasons\' can be promoted through a judicious mixture of press releases and
paid-for advertising.

However, the most cost-effective form of promotion is \'cross-promotion,\' the use
of Channel 4\'s own airtime to promote programmes and related goods and services.
Promotional trailers are an obvious form of cross-promotion. One of the most
common \'covert\' forms of cross-promotion is the use of \'interstitials,\' short
sequences that accompany a programme or fill the gaps between them.
Interstitials include:

* channel \'idents\'
* sponsor \'idents\'
* \'bumpers\'
* title sequences
* credit sequences
* opticals
* packaging for themed nights
* film or programme intros
* moving publicity announcements

Cross-promotion can sometimes be counter-productive, it may irritate or confuse
viewers or cause \'brand confusion.\' This is why the promotion of Channel 4\'s
digital channels and interactive services is managed so carefully.

The use of promotions to produce revenue is carefully regulated (by Ofcom and
ICSTIS). An example of this is the use of premium rate telephone numbers and SMS
to elicit viewer voting in programmes like \'Big Brother.\' More orthodox revenue
producing promotion is often achieved through merchandise linked to programmes
(such as promoting \'the Book/DVD of the series\'). When used intelligently,
promotional techniques can enhance the viewing experience and provide valuable
sources of revenue, when mismanaged, however, they can damage public trust.

In 2007 a series of scandals about the mismanagement of premium rate \'phone-ins\'
hit the TV industry shaking public confidence in this particular kind of
cross-promotion. C4\'s \'You Say We Pay\' was the first programme to be criticised.
The response from C4 was rapid.

\"Channel 4 is to stop using phone-in competitions in its programmes for the
purposes of profit making as part of a tough new policy on the use of premium
rate telephone services (PRTS). The launch of the new policy coincides with
publication of the findings of an internal investigation into the You Say We Pay
competition in tea-time magazine strand, Richard & Judy,\"

www.icstis.org.uk/pdfs_news/Channel4PRTS_PressRelease.pdf

The decision was a costly one for C4. PRTS had contributed £3 million to the
Channel\'s revenue in 2006. Channel 4\'s reputation, however, was worth far more
than this.

“As a commercially funded public service broadcaster we’ve previously taken the
view that premium rate competitions were a legitimate activity given the demand
from viewers to take part. But public trust in these competitions has been
severely undermined and we do not want to risk further our relationship with our
viewers. The Channel’s reputation is its most valuable asset and can only be
protected by demonstrating that we place the highest priority on safeguarding
the interests of our viewers and will take action if we find they have been let
down.”

Anne Bulford, Channel 4’s Group Finance Director

Broadcasting regulators Ofcom are now tightening the regulation of all types of
\'Participation TV\'. New rules are likely to include:

* New licence obligations for television and radio broadcasters which will
hold broadcasters directly responsible for consumer protection and PRS compliance.
* A requirement for television and radio broadcasters to ensure independent
third-party verification of PRS activity.

www.ofcom.org.uk/consult/condocs/participationtv/

C4 Style Guide, 2007

Promotion in the future

The growth and convergence of Digital TV and broadband services is likely to
mean that broadcasters such as Channel 4 will have to promote their \'brand\' even
more actively in the future. The key promotional tool in the \'post Google\' world
is \'New Media\'.

C4 now has its own New Media department which both promotes the broadcasting arm
of C4 and commissions its own content. Channel 4’s website \'reaches\' around 10%
of the UK online audience each month, increasing to 20% when Big Brother is
being broadcast.

It is likely that the seamless integration of broadcast, broadband and on-demand
services will make effective cross-promotion even more important in the future.

\"If you want your brand to stand out from the crowd, especially in today\'s very
crowded multi-channel market, you need every advantage you can get. Just having
your logo permanently on screen all the time won\'t cut it any more.... You need
to make your station symbol, ident or logo very distinctive, something that will
grab your viewer\'s attention. You need to have your announcers present it
distinctively, you have to promo your station and programmes consistently and
judiciously, so that your viewer doesn\'t think they\'ve seen everything the
programme or channel might have to offer.

But most importantly, the brand has to become familiar in people\'s minds fairly
quickly, and the brand has to be respected, otherwise your potential audience
might not turn to your channel and that will prove disastrous.\"

Ian Beaumont, City Media Productions.

Links

For a selection of C4 and E4 Idents and Bumpers see:

Youtube

www.youtube.com

MHP

www.meldrum.co.uk/mhp

Off the Telly

www.offthetelly.co.uk/

Transdiffusion Network

www.transdiffusion.org

For Channel 4 promotional guidelines see:

www.channel4sales.com/home

www.channel4.com/4producers/

www.channel4.com/about_c4/styleguide/

For Promotional Regulations see:

www.icstis.org.uk

www.ofcom.org.uk