Using Idents As A Promotional Tool

Television stations these days are using something called idents, otherwise known as station identification, as a way of branding themselves on air. Viewers will recognise the station identification symbol as the television network’s call sign, channel number or brand name logo. This is a small but incredibly important part of a television network’s presentation. It can appear on the screen during and between shows as a means of branding the network, as well as a way of complying with the relevant licensing authorities’ legal obligations and requirements.

The appearance of idents has evolved substantially from when they were first used in the early days of television in the 60s. In those days it was much more common for broadcasters to use only a single form of identification. Occasionally, a variation of the symbol was used on screen, but this would have been specially designed for a one off occasion such as a holiday or perhaps a network anniversary. As with every other form of technological change, the appearance and use of idents has become more sophisticated since those early days of television, with the feature now being used by television networks in much more creative and innovative ways than ever before.

It is becoming more common for the networks to have several variations of their identification symbols. Some networks have also used sets of symbols centred on a common theme. There are no rules limiting the appearance of the identification symbol, so it can be as simple as a static image and as complex as a short action film, depending on the requirements of the network and the imagination of the creator. The newest innovation is for station identification symbols to be used to market the network during the promotion of a new television programme. It’s a clever idea and many television stations are joining the trend.

In doing so, the networks are helping to build an audience for a new programme by using their idents in conjunction with the new show’s promotional material. It’s all perfectly legal and the combination has even been used by some television networks in other innovative ways. Some examples of this kind of creative use of the network symbols include generating advertising revenue around the timing of the identification symbol and using the symbol as a way to link viewers with an upcoming news bulletin. It’s a trend that will only continue to grow and more and more television networks are coming on board with interesting innovations of their own.

By: Janine Macdonald

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