Ident 1- BBC One Capes

Length

This BBC ident is 35 seconds long which gives enough time for the announcer to inform the
viewers as to what show is next to be aired. Keeping the ident short is a big advantage as it
keeps to the point so therefore doesnt bore the audience.

Simplicity/complexity of the ident

The BBC One ident is quite simplistic, containing a few establishing shots before the final
imagery comes on to the screen revealing the logo and presenting the key theme of the ident.

Describing what happens and its design

At the beginning of the ident close up shots are used to show streets at different angles. Also,
individuals reactions are shown to seeing cyclists. We end up seeing cyclists in coats that
cover the full spectrum of colours moving around a roundabout then creating the imagery of a
colour spiral.

How the target audience is shown

The variety of colour used in the ident represents BBC Ones attempt to gain the largest target
audience possible from allowing all viewers to feel welcome and part of the channels
intended target audience.

The purpose of the ident

Like most idents, the purpose of this ident is to act as a short break between programmes
allowing viewers a moment to prepare themselves for the next programme. Also, the use of
an ident gives the announcer time to speak out to the audience and inform them of whats
coming on next.

How the ident reflects that corporate identity

BBC One's corporate identity is based around a wide variety of content and a broad target
audience.
This can be shown through the idents use of the full colour spectrum to represent both its
range of content but also the diversity of the channel's target audience. Bold imagery also
makes an appearance, through the use of a mix of close ups and a crane shot to build up the
imagery in the ident, which is typically gloomy, which allows the use of bright colours for the
cyclists to stand out. This links to BBC One's corporate identity as the BBC promotes itself as
a strong and leading channel that towers above its competitors due to its history of being the
longest running channel on British Television.