Tuesday, 15 October 2013

Draft Two: Ident Report

The main purpose of an ident is to display a short clip that appeals to the target audience of the television channel. This purpose is the most important as the ident will encourage the viewers to watch other shows the channel runs.
A second purpose of an ident is to brand a channel. Comedy Central, for example, have a few idents that brand the channel as British and patriotic; the design features of these idents in particular contribute to this.
An ident is also used to market a TV channel, their shows and their values. A good example of a channel that uses their idents to market the channel is E4; incorporating their fun, quirky and young identity into their idents. E4 also use the colour purple in each ident, usually as the colour of the logo, in order to give the viewers something to associate to the channel.
An ident can also be used to set the tone of a channel and give the viewers a clear idea of the genre or type of shows the channel plays. Idents are used to show a snapshot of the channel's personality amongst everything else.


The first ident I will analyse the design features for is:
ITV : 2013 Idents (4): Pugwash dent (v2)

Density of Information
In this ident, there is a relatively high density of information. At the very beginning of the ident, the ITV logo is displayed with the words: Channel of the Year, underneath and then slowly fades away. During the rest of the ident, the ITV logo is displayed on the screen throughout the entire clip after it has reappeared on the screen, catching the viewers' attention, with no other words being displayed. However, we hear the voice of TV Personality Keith Lemon after about 6 seconds into the ident, lasting through to the end. The voice over introduces the next programme due to be shown on ITV; Through the Keyhole, but also encourages the audience to interact with the show and post comments and opinions on a social networking site. The density of information is relatively high as ITV is a channel that is centred around its' viewers; they want their viewers to know what they're watching and when. Although there is a lack of visual information, there is plenty of verbal information compensating for this.


Composition
The composition of the ident is balanced. the ITV logo is displayed on the left hand side of the screen whilst the pug remains centre of the picture throughout the clip. A pair of hands enters the picture from the left hand side of the screen; one hand leaves the screen but returns holding a jug of water. There are no close ups, or shot type changes in this ident so as to keep the viewers attention on the soapy dog in the centre of the screen. The composition of the ident is good as it keeps the audience focused on the screen for long enough to listen to the voice over and find out information without having to read a list of upcoming TV programmes.


Space and Time
The ident is set in a typical modern-day household; this is because ITV is a current and up to date television channel that shows programmes for all ages in a home environment. ITV is using this ident to portray this message that they show programmes for everyone, not just for one particular genre or age group. ITV are branded as a family channel and therefore use their idents to represent the channel's personality, target audience and overall aim; to cater for all.


Tempo
The tempo of this ident is a slightly slow pace. ITV have designed this ident to try to get across to their viewers that they need to slow down and watch an ITV program. The average household task of bathing the family dog is shown almost in slow motion so as to create a tired out mood, in an attempt to make the audience want to sit down, relax and watch ITV. The ident could also be seen as a way to relate to the viewers as they feel simple tasks take a lot longer than they should after a long day. The ident is neither sped up nor slowed down throughout the 29 second clip, keeping the viewers' attention on the ident and not elsewhere.


Interaction with Viewers
The information in this ident is presented informally. The voice of Keith Lemon is known to be informal and often uses colloquial language; which is what is used in the clip. At the start of the ident, when the program information is presented, the language used is formal, but delivered in an informal tone. Further into the latter stages of the ident, the voice over begins to use younger language, indicating that the channel wants to include all ages that could be watching the show, rather than just adults. Because of the two differing styles of communication, it implies that ITV are attempting to show that they are a channel that wants more than one age group to be interested in the programmes they show, as well as trying to relate to each type of viewer i.e. young or sophisticated.


Information or Entertainment led?
This ident is based on information as well as entertainment. The visual aspects of the ident are for the audience's entertainment; the dog with soapy bubbles on his head and body are meant to entice the viewers as lots of people will find this amusing and rather cute. However the program information is translated through the voice over, giving the audience the relevant material to chose whether or not they want to watch the show or not. ITV want to entertain you with this ident although they are aware of what information needs to be relayed onto their viewers and balance the visual and verbal aspects of the ident well.





The second ident I will be analysing is:
Channel 4 : Current Idents (1) : Diner ident

Density of Information
The density of information in this ident is relatively high. There is a high level of verbal information being communicated throughout the ident however no visual information being displayed. Other than the Channel 4 logo towards the end of the clip, all communication is verbal. The voice over tells the viewers some information about the actors taking the lead roles in the movie the channel is about to play and provides the audience with a warning of scenes that some viewers may find disturbing. This information is helpful to viewers as they are able to decide whether or not they wish to watch the film, suggesting that Channel 4 is considerate of its audience and what they may or may not react to.



Composition
The composition of this ident is cleverly done; the clip is filmed from the perspective of a driver passing an American gas station/Motel. Throughout the ident, verbal information is being relayed to the audience, while the picture on screen moves from right to left. The location on the screen is displayed through the eyes of a driver, passing through a small town with a motel and gas station. As the driver passes through, we see the illuminated signs for the diner and motel form the shape of the Channel 4 logo as the camera gradually moves. This is a clever way of arranging an ident as it makes the audience feel they are included in what they are viewing; it also suggests that Channel 4 has thought about how to catch the audiences attention in a more abstract way.



Tempo
The tempo of this ident is reasonably slow in most aspects of the clip. The music playing in the ident is slow and relaxed, leading the audience to believe the movie that is going to be played is an evening film, aimed to help the viewers relax. The pace of the voice over's words is normal, there is no sense of urgency in his voice and he is not talking slowly as if he was bored or uninterested. The voice over's tone and speed makes the viewer think they should watch the film as it would be interesting and entertaining. The speed of the camera however is very fast compared to the rest of the ident. The camera travels from left to right across the screen, similar to the speed of a moving car, at the beginning of the ident. It then slows down towards the middle, suggesting the driver (the audience) is taking more time have a look at the diner/motel, or in the viewers case, to listen to the information about the movie. After the main chunk of information has been said, the camera speeds up and continues at that speed until the end of the clip.



Space and Time
The Channel 4 ident is set in a small, abandoned  town, in what I would say is Nevada in America. I would say this because there is a dusty, old Motel/Gas station in a sandy, desert type setting. The ident is set at dusk, the sun is setting in the background and the sky is gradually turning darker. This setting suggests that Channel 4 are now able to play more adult shows as they have passed the national watershed time of 21:00. This means that the ident is used to imply that the movie about to be shown has adult content, maybe offensive language or violent scenes, and is a visual warning to viewers.



Interaction with the Viewers

The interaction with the viewers in this ident is good. As Channel 4 have cleverly filmed the ident through the perspective of a passing driver, it makes the audience feel connected with what is about to be shown. The clip shows a regular task for most adults; pulling into a gas station and then leaving. This makes the viewer feel like channel 4 is reflecting them and that this is their time to enjoy a relaxing evening movie.




Information or Entertainment led?
This ident is information led. Channel 4 is aiming to use this ident to relay important information to the audience about the movie and what it contains. There is an element of entertainment in this ident as the setting of the clip sets the tone of an evening film; it also implies that the audience that they can relax and have the opportunity to 'wind down' at the end of a long day.





The third ident I will be analysing is:
Comedy Central : Current Idents : Anagrams ident

Density of Information
The density of information relayed to the viewers in this ident is low. The clip shows various anagrams of the words: Comedy Central, throughout the ident although there is no visual information displayed other than the logo at the end. There is verbal information, very briefly about the show; it describes the show and a few characters rather than which episode or what kind of content there is. This suggests that Comedy Central are more interested in their audience being entertained than given information.


Composition
The composition in this ident is clever and exciting. The words Comedy Central are jumbled up to create approximately 6 anagrams in the centre of the screen. The words stay in the centre of the screen in order to catch the viewers' attention and keep it. There is a small red box that travels horizontally, from left to right, across the screen so as to display another anagram of the Channel's name, later on in the ident, it travels in other directions to show the channel's logo.


Tempo
The ident starts at a medium speed; the viewers are able to read the anagrams clearly and without trouble. Very soon into the ident the tempo speeds up and the red box begins to move faster and faster. However, throughout the ident the speed of the voice over stays at the same pace. This means that as the visual effects of the ident gradually become quicker and quicker, Comedy Central is aiming to challenge their audience into guessing the words so as to keep their attention.


Space and Time

There is no indication of the space or time this ident is set in. I can only assume that the ident is meant to be set on the television as the screen is black, until the end when a red background is pulled down. This suggests that Comedy Central want their idents to be simplistic, implying to the audience that the channel shows nothing but Comedy.



Interaction with the Viewers
The interaction with Comedy Central's viewers in this ident is quite low. Other than the voice over giving the audience information, there is no obvious interaction with the viewers; however the ident does catch the viewers' attention. The use of the unusual, funny and random words created by the anagram catches and keeps hold of the audience's attention and focus until the end of the clip. This shows us that Comedy Central have thought about how to captivate their audience with more than just their program's.



Information or Entertainment led?
This Comedy Central ident is entertainment led. The channel wants the viewers to concentrate on the anagrams and hope they realise the words are anagrams of 'Comedy Central'. From this we can see that the channel wants viewers to spend time watching the channel and they try to entice the audience by challenging them with a somewhat simple task. This implies that it is not difficult to watch the channel as Comedy Central believe their target audience will be entertained by all the shows.






The fourth ident I will be analysing is:
Animal Planet : Current Idents : Hippo and Meerkats ident (HD)

Density of Information
The density of information in this ident is extremely low. There is no verbal information and other than the logo at the end of the ident, no visual information either. There are sounds of the natural environment as the aural setting for the ident as well as the sounds of splashing water and small paws scuttling along the ground. Other than this, there is no other information given to the audience. This suggests that Animal Planet keep all the information within their shows, implying they show a lot of animal documentary type programs.



Composition

All the visual elements in this ident are enhanced by the audio played. For example the hippo splashing in the water would go unnoticed unless the noises were played. The camera captures most of what Animal Planet want their audience to focus on, in the mini planet, most importantly the channel's logo at the end of the clip. This implies that Animal Planet is trying to get their viewers to watch the shows to find out the information.


Tempo
The tempo of Animal Planet's I dent is relatively slow. The camera travels from left to right at a constant slow speed. The camera slows down and gradually stops at the end of the clip to show the channel logo for approximately 2 seconds at the end. The environmental sounds and natural noises are played at the speed you would expect to hear them; not too quick and not unnaturally slow.


Space and Time
Animal Planet's ident is set in an African watering hole; however this is on a mini planet. The clip shows the scene as if someone had cut a circle in the ground and lifted it out, continuing the channel's idea that it is show dedicated to animals. The ident is set at midday, with a bright blue sky and shining sun in the background of the clip. The reflection on the water also suggests that the ident is set during the day. This suggests that the ident is normally played during the day to advertise the channel. 


Interaction with the Viewers
There is very little interaction with the audience in this ident. As there is no verbal or visual information relayed, the viewers are only able to identify which channel they are watching through this ident in particular. The animals in the clip are not directly facing or interacting with the audience, behaving normally in what is displayed to be their natural environment. The ident catches the viewers' attention with the sounds of the wild environment and the cartoon animals. 


Information or Entertainment led?
This ident is entertainment led. As there is no information given the viewers about the channel, the show, upcoming shows etc. and only the visual and aural displays of the animals in their environment, there is nothing to suggest this ident is information led. Overall, the ident is a short clip to break up adverts and entertain the audience with the small Meerkats moving across the screen and the hippo enjoying himself in the water.



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