ITV television presentation

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Since its origins, various ITV stations have used different idents to define each of its franchises. Not until the late 1990s did ITV begin to introduce a consolidated presentation package due to a dedicated effort to unify its identity.

Contents 1 ITV1 1.1 September 1989 - various depending on ITV franchise 1.2 October 1999–October 2002 1.3 October 2002–November 2004 1.4 November 2004-January 2006 1.5 January 2006–November 2006 1.6 November 2006 — present 2 ITV2 2.1 July 2003 - January 2006 2.2 January 2006 - present 3 ITV3 3.1 November 2004 - January 2006 3.2 January 2006 - present 4 ITV4 4.1 November 2005 - present 5 External links 6 See also

[edit] ITV1

[edit] September 1989 - various depending on ITV franchise

ITV had introduced its first official corporate logo and national on-air identity in September 1989 using branding designed by English Markell Pockett under an ident tune by Lord David Dundas; however, UTV, Anglia Television, Television South, Channel Television and TSW refused to use the generic idents that were designed for their regions, preferring to stay with their distinctive on-screen branding. A whole branding package was designed around this logo. In addition to the idents, there was also a clock, trailer style, font, break bumpers and various other elements. The ident was generally formed by beginning with the franchises logo than going into a sliding sequence featuring a dove, a couple in period dress, Big Ben, an athlete, a pair of dancers before an ITV logo is formed which featured an abstract form of that franchises logo in a triangle in the V of ITV.

Some regions took some elements, but not others, and they were slowly dropped over time with most regions making their own idents as was the case prior to 1989 which some did (such as Scottish Television, Granada Television and Central Television) almost immediately with others post the franchise changes in 1993 (such as HTV, and the new post 1993 franchises). The regions to have the longest use of the generic ident were Yorkshire Television, who kept it on until October 1994, and Grampian Television who continued to use the 1989 generic ident right up until ITV's new corporate logo was introduced in 1998 (although as they were by then part of Scottish Television they did not use the 1999 generic idents instead using similar idents to Scottish Television). In addition, Tyne Tees Television, Border Television and Grampian Television continued to use an edited version of the 1989 ident's music in their first idents after dropping the generic ident from use, whereas London Weekend Television used a re-recorded version.

[edit] October 1999–October 2002

A new ITV logo was launched in 1998 and a second common ident was introduced in 1999 which started the "TV From The Heart" era. This logo was changed when the main channel changed its name from "ITV" to "ITV1" on August 11, 2001.

Granada Television, Tyne Tees, Yorkshire Television, London Weekend Television, Border Television, Meridian Broadcasting and Anglia Television used the idents through 2002, although in late March 2000, LWT discarded the heart idents because "they were not exciting enough", and debuted their infamous Videowall idents. Carlton Communications plc had their own heart-themed idents made by Lambie-Nairn for them. Each ident animation for Carlton would end with a silver star flashing on the top-right corner of the heart to reveal the Carlton logo with a star next to it and the ITV logo underneath it on a rotating star background. When Harlech Television was acquired by Carlton in July 2001, the Carlton ident animations were covering the original 1999 HTV ident animations and did not include a star. After the flash, the heart would appear on the "spinning hearts" background and zoom out and become the "V" of the HTV symbol. UTV, Grampian Television and Scottish Television boycotted the new look for their regions.

Channel Television had the most thorough implementation of the Hearts look, creating a full rebrand out of the elements of the new look. Major changes included a new logo (featuring comets forming a heart around a spinning globe), a new slogan ("The Heart of the Islands), and the idents, but with a completely different soundtrack. A clock ident was also used, and idents with no ITV branding and more prominence of the Channel brand were also used. Even after the Hearts era, the logo and slogan were kept and were adapted to future idents until the January 2006 rebrand where the look was offically dropped.

[edit] October 2002–November 2004

The era of the 'celebrities'. Monday October 28, 2002 marked the centralisation of continuity in London for all regions in England and the Scottish Borders. Regional idents, and all regional continuity announcements now were pre-recorded and only appeared before regional programming. The regional announcers were replaced with a team of six. In 2006, this was reduced further to four.

The idents consisted of footage of celebrities 'off-stage'. There would be a clip of the celebrity chilling-out when they were supposedly off screen. The 'ITV1' logo would then animate on in the bottom right hand corner, being formed from 3 aligned blue blocks and one yellow block.

The Grampian and Scottish regions did not initially use the new look, although later adapted it to match their logos. UTV and Channel Television also tailored the new look to their logos.

In 2003 the set was updated, they were very much like their predecessors, only each ident was shot in the same middle-blue and yellow studio. The logo would animate on like before.

[edit] November 2004-January 2006

1 November 2004 heralded a new on-air look coinciding with the launch of ITV3. In consisted of a reworking of the ITV splitting it into squares (see image, right). Onscreen though, the 1 was seen under the ITV logo rather than beside. In the idents, the ITV1 logo would animates in various ways in different setting such as: Clouds, Windows and Ribbons.

[edit] January 2006–November 2006

On 16 January 2006 a brand new logo and presentation package was unleashed It brought ITV1, ITV2 and ITV3 in line with ITV4. It was part of a major re-brand of the ITV network, which also included the News and Sport divisions as well as off screen content.

Dubbed the 'Emotion' idents, several of the idents were shot in South Africa, in them the 'ITV1' logo would open out and enclose the footage it was superimposed on to.

All but one of the idents were a montage of unrelated scenes, which include such things as an obese man rubbing his bare chest, girls rolling down a hill and two people hugging trees. The idents were supposed to represent a feelings such as joy, pride or sadness.

The entire network re-brand was made by Red Bee Media, though faced criticism by critics online and in print, mainly due to the almost complete removal of regional variation on the channel.

Name	Description
Roly-poly	Beginning with the shoot of a a women, the camera pans out to reveal she is in a forest, the scene then changes to a shoot of a dog with it tongue out, sticking its head out of a window of a car. This then moves to follow a couple walking into the shallow sea and ends with children performing 'roly-polys' in a field.
Cows	Starting with a shot a man emptying a bucket of water onto two female sunbathers, two children are then shown jumping out of a cardbourd box in what appears to be their living room. Next a man in a suit is seen in extremely high winds his tie flying out of place and a piece of paper flying into his face. The ident ends with a couple camping frightening a herd of cows away from their tent in the middle of a field.
Tree Huggers	Often used before daytime programing, this ident starts with a shoot of a mother cuddling her son, then a women picking up a pair of pink shoes from a collection of pink clothing and accessories. Next a shoot of of a half naked man rubbing his hairy chest in front of a mirror, finishing with a shot of two people hugging a rather large tree.

[edit] November 2006 — present

The current presentation package on ITV1 in England, Wales and the Scottish Borders was first seen on 13 November 2006. A new set of idents replaced the previous set which debuted in January, the theme being "alive with colour". The set consists of 'Beach', 'Bike', 'Lake', 'Market', 'Basketball' and 'Pavement Art' idents. The new package was designed by The Mill using concepts introduced by Red Bee Media[1]. Blink Productions and Pleix were responsible for producing the idents. The logo remained the same in essence, only the 'itv' lettering was inverted from its previous white state to black, to allow it to stand out against the yellow more. [2] Branding other than idents and break-bumpers remained unchanged for a few weeks after the refresh.

Name	Description
Beach	Starting with a shoot of a beach, the viewer can see a fabric which unravels flying into the air to reveal the ITV1 logo. The Beach ident has been mainly restricted to the screening of Spring - Autumn.
Bike	Starting with a shot a lady riding a bike along a road the camera pans out to reveal the ITV1 out of some nearby foliage.
Lake	Starting with a shot of foliage beside a lake the camera rises to show a man on a rowing boat, at the same time revealing the ITV1 logo. This ident is the standard representation before news programming.
Market	The Camera follow a journey through a market in a foreign country, the ITV1 logo is released from behind the back of a man carrying what appears to be some type of rolled up fabric. The logo frequently disappears and re-appears as people get in the way.
Basketball	The camera focuses on the backboard of a basketball basket where flowers are growing across it, as the camera moves, the ITV1 logo slowly appears whilst in the background there are people playing basketball on the court.
Pavement Art	It starts with a shot of people spray painting what looks like a pavement, as the camera moves along it is revealed that they are actually on the roof of a building, and the paint stretches down the side of the building down on to the ground, where there are a group of people walking around the 'art'.

[edit] ITV2

[edit] July 2003 - January 2006

ITV2 received its first rebrand on Monday 14 July 2003, courtesy of design house Bruce Dunlop & Associates. The new logo was a 3D version of the previous, using an opposite colour scheme to the ITV1 logo of the time. The idents consisted of the ITV2 logo animating onscreen in different situations.

[edit] January 2006 - present

The channel received its current look as with the rest of the ITV network on 16 January 2006. The idents are based on the concept of "must have TV" and are a series of scenes were the viewer is taken from left to right while seeing images on a particular theme.

[edit] ITV3

[edit] November 2004 - January 2006

The channel launched on 1 November 2004 with a theme based on cubes.

[edit] January 2006 - present

Along with the rest of the ITV network on January 16, 2006, ITV 3 went on air with a new look by Red Bee Media.

A series of eight live-action idents of 30 second and 15 second were shot on location that show images of natural complexities with those of a man made world were produced. All idents aiming to sell a small story, reflecting how story telling is at the heart of the channel.

Director: Gavain Brown
Producers: Liz Timms, Rebecca Refell
Production Company: Red Bee Media
Film Editor: Pete Lurie
Telecine: Dom Aarons, Marcus Timpson
Post Production: Rushes
VFX: David Kiddie, Brian Carbin
Rushes Producer: Carl Grinter, Josh King

Name	Description
Rose	A rose filmed artistically.
Lake	A Ladybird resting where the hands of a clock meet.
Shell	A shell shown being picked up by a women on a beach.
Run Away	A women packing her suitcase and then 'running way'.

[edit] ITV4

[edit] November 2005 - present

The new ITV logo was launched with ITV4 in November 2005 making it the first of the channels with the new branding style. The idents were designed by Red Bee Media. The idents start with a normal enviroment, but when the ITV4 logo slides in and forms, it slides the 2 halves of the image together with it, slightly changing the context.

Name	Description
Offices/Car	A scene outside an office tower
Couple/Dog	A dog walks up near an hugging couple, but after the sliding, it appears like the male has a tail.
Clouds/Birds	A shot of birds flying in the sky. The birds do not pass through to the other side of the image at all.
Billboard	A billboard sign labeled "ENCHANTED GARDENS OF THE WORLD" is manipulated to say "END OF THE WORLD"

[edit] External links

• Red Bee Media
• itv.com

[edit] See also

• BBC television idents