ITV Idents and Presentation

[VMPhil]

Those idents too, whilst not the most spectacular ever made, have so much more life than the current art idents.

I've given the concept a chance, but I really don't like the artwork idents. They don't fit ITV as a channel, in fact that and the most recent surrounding presentation feels like someone is trying to make ITV more upmarket and failing to understand what the channel is about. ITV is commercial, brash, bold, mass appeal. It's not More4 or Sky Arts.

I agree with what you’re saying, but it’s been clear for many years, probably since the demise of the celebrity idents, that the tone of ITV’s presentation has been with advertisers in mind rather than the viewers.

Giving the channel a more upmarket, arty and premium feel is going to be a better fit for ABC1 focused advertisers like Waitrose and BMW than if their ads were sat alongside brash, showbizzy branding. And I think ITV, for a long time, has been trying to shake off its cheap and downmarket image.

I agree though that the packaging doesn’t really reflect the product a lot of the time. But as long as it’s the advertisers paying the bills, I don’t see things changing anytime soon.

Ah, but there must be a good compromise between the two, surely? I just feel like the disconnect between the programmes and the presentation is too much now, compared to anything in recent times.