Do channel idents matter anymore, now that we're all constantly zapping around 100s of digital channels or just recording stuff to Sky +? And are the new BBC1 idents better than what has gone before - the dancers, and before that the balloon?
Broadcast marketing bods certainly think channel idents still matter, even if there are far more of them out there. They aim to use on air branding to encapsulate the identity and character of a channel. But do viewers really care?
BBC1 controller Peter Fincham says his channel's new idents, based on the central theme of a circle, encompass "the 'One' of the BBC1 brand as well as the idea of bringing people together".
Charlie Mawer, the executive creative director at Red Bee Media, formerly BBC Broadcast and now the independently owned branding specialist behind the new BBC1 idents, adds that the circle is a "symbol of community and unity... in an era of audience fragmentation, multiple channels and personalisation".
Is this what they say to you?
As with many things, people usually seem to take against any new channel idents, declaring a nostalgic fondness for what has gone before.
This was particularly the case with when BBC1's dancer idents were introduced in March 2002. Not only did they herald the end of the BBC1 globe, in its various guises, after nearly 40 years - but were dismissed as political correctness gone mad. Bah!
I have a soft spot for the mid 90s BBC2 logo - though this is probably tied up with nostalgia for the old Friday night comedy zone, and seeing them before Moviedrome films I'd taped. And the original Channel 4 ident - for the theme that went with it as much as anything.
Do you hanker for the days of the Thames TV skyline, or another fondly remembered ident? And will the new BBC1 "circle" concept make it to the channel branding hall of fame?
For a trip down memory lane with stills and video of more Channel 4 and ITV regional idents, check out TV Ark.
