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These 2 promos were created to accompany the 3 generic spots produced to support the re-launch of itv news on 2nd november 2009. the revamp formed part of a major brand re-alignment, aimed at bringing network bulletins into line with itv1's overall channel branding, and included the creation of a new opening title sequence, set design, graphics and theme music.
market research conducted by the broadcaster during 2009 showed that audiences identified itv news with a more personal take on news coverage, often going behind the headlines and beyond the politicians to speak to ordinary men and women and reveal the human aspects of stories - compared to the somewhat drier coverage on the bbc. these themed promos along with their generic counterparts, were designed to support this perception and emphasise an important difference in tone adopted by the competing news organisations.
unlike the generic promos which feature itv news presenters filmed at their headquarters in central london, the themed promos were filmed on location, and feature a member of the public recounting their own personal experience of a recent news event, before a simple animated graphic is used to put their story in some sort of statistical context.
the first promo features a young woman named kelly speaking about the loss of irreplaceable possessions during the recent flooding in parts of the uk, and ends by quoting a headline statistic from the environment agency.
the second promo features a welshman called colin describing his feelings about being unemployed during the 2009 recession, after a lifetime spent working - before ending with a fact provided by the office of national statistics.
the promos are very simple but highly effective. my only slight criticism from a design point of view, is the use of brackets in the animated graphics. the environment agency and ons both receive on-screen credits, but these appear in parentheses, which seems wholly unnecessary given the use of different size fonts and positioning, which already provide a clear and adequate distinction between the statistics and their source. granted, this is an extremely minor point which viewers will not even notice, and it remains largely one of personal taste - but it seems somewhat untidy to me.
as with the generic promos, these themed versions end with the newly created slogan 'itv news: bringing the facts to life' - a phrase borne out of the market research and designed to highlight its distinct approach to news, while at the same time complementing the channels overall marketing strapline: 'itv1: the brighter side'.
the promos began airing on itv1 on 2nd november 2009.
| | Tags : ITV News, Bringing the Facts to Life, Themed Promo, Brand Realignment, ITV1 The Brighter Side, 2009 Rebrand, 2009 Relaunch, 2009 Revamp |
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