Our friends over at Walt Disney Television International / Disney Channel Taiwan have just released Everyday Magic, a new brand campaign comprised of a series of five new idents, as well as a new main channel ident.
This brand assignment is the final stage of transformation from the 2007 My World campaign and 2008 Our World campaign, led client-side by Disney Taiwan GM Rita Chao and Disney EP Stanley Li Tsai, developed and produced by Taiwan-based JL Design.
The series of idents, part of Disney Channels Taiwan’s localization effort, started with My World (2007) that showcased interaction between Disney Channel characters and local kids. After building up the awareness of tent pole characters, Our World (2008) in the following year took the approach of drawing a thin line between imagination and reality by illustrating local kids with Disney Channel characters in 3D going about their daily lives in the real world.
The 2010 Everyday Magic campaign explores “a worldview children hold that emphasizes a place where imagination runs wild and dreams come true. Everyday situations are presented in playful, surprising ways as how a child would imagine them to be.”
Breaking News: Maybe you should have kept those swanky 3D glasses after seeing Avatar? We learned early this morning that ESPN is launching history’s first three dimensional TV channel. The Disney owned network will feature at least 85 live sporting events during its first year, beginning 11 June 2010 with the first 2010 FIFA World Cup match.
Imagine watching double front bicycle flips in 3D during freestyle motorcross on the Summer X Games or watching a multi-dimensional, multi-angle replay during the 2011 BCS National Championship Game, all events slated for broadcast.
The first digital channel launch from a major Dutch commercial broadcaster, RTL Nederland plans to launch “RTL Lounge” on Oct 2. Aimed at young women, the 24 hour network includes a couple personal favs such as Nigella Bites and Project Runway.
Congratulations to the much respected (and very talented) Cindy Rose who was recently named executive director of television for Virgin Media. The former Disney executive will hold responsibility for TV strategy, including the development of its digital platform and VOD services. She will (in part) be replacing Malcolm Wall, who resigned as chief executive of Virgin’s content business in March.
Another Channel V? On August 31st, Quebec TV network TQS will be rebranded as simply “V”. The rebranding, by Nolin BBDO includes the new tag line “Let yourself be entertained.” The logo is a V inside a circle, and to show the station is staying true to its non-conformist bad-boy roots. Read: hint of devilish good fun.
Toronto: Showcase will debut a new logo and on-air look starting this Monday, and will roll out a national consumer marketing campaign promoting itself as “the home of bold hits”. “The inspiration for Showcase’s logo and on-air look came from the channel’s versatile and top-notch roster of content,” said creative director Kevin Watson, in the release. “With that in mind, we were able to conceptualize and produce branding that is a direct reflection of the channel itself – bold, adaptable and larger than life.”