Discovery HD World Singapore has just released 3 new HD channel idents that aim to “to propel viewers into a high definition world, creating a hyper reality experience”. Discovery’s brief: To encapsulate its viewers in the power of high definition.
Discovery HD World Ident "Wind"
The three new idents, produced by Sydney-based Tactic, harness the elemental beauty of fire, wind, and water to illustrate a few beautiful moments in time. Each scenes reveals each element from its naturally compelling environment, to a man made invention. The addition of pitch perfect 5.1 sound design, by Tactic sister company Plasma, provide a lovely finishing touch.
ITV has launched a new campaign promoting it’s new ITV1 HD offering. The TV and cinema campaign launched on 9 April and features the tagline: “The Brighter Side Just Got Brighter”. Heavy on-air promotion across ITV channels features Ant and Dec explaining the benefits of HD and transforming into HD versions of themselves.
In addition, ITV has launched a set of 4 new idents, as well as an evolved on-screen presentation system that includes an updated ITV1 logo. The ITV1 HD campaign and new idents were developed by in-house agency ITV Creative.
ITV’s HD campaign is also being supported with a nationwide press and poster push, developed by ad agency BBH, that features an array of talent including Harry Hill, Philip Schofield and Piers Morgan in glamorous poses.
“Beyond the functional benefits, high definition heightens the emotional benefit of the ITV1 channel brand itself.” said David Pemsel, group marketing director at ITV. “This is an opportunity to drive brand reputation as well as viewing.”
In more HD news, Discovery Networks International announced Wednesday that it is expanding it’s international portfolio of HD networks with the launch of Discovery HD Theater, launching on the SKY platform in Brazil. “The launch of our first HD network in the Latin America region underscores our commitment to providing consumers and affiliates around the world with products and content that enhance the viewing experience and are at the forefront of global entertainment trends,” said Greg Ricca, President and CEO, Discovery Networks International.
HD Theater offers HD simulcast services in the United States for Discovery Channel, Animal Planet, TLC, Science Channel and Planet Green.
National Geographic International has revealed a new brand campaign and on-air graphics package for its Nat Geo Wild channel. The materials – shot entirely in HD – complement the channel’s new “Get Closer” tagline, and begin airing globally this month.
NGCI commissioned UK-based creative agency Devilfish to develop the brand campaign and Argentinean-based Medialuna design studio for the new graphics package. The “Get Closer” tagline and four “B-roll” brand spots created by Devilfish illustrate the extent to which Nat Geo Wild and its filmmakers will go to bring viewers into the very heart of the natural world. Inspired by National Geographic wildlife filmmaker stories from the field, the 30 and 45 second brand spots recreate these extraordinary moments from narrowly escaping a treacherous fall while filming on a remote mountain cliff to wading through leech-infested waters in search of howler monkeys.
Inspired by wildlife film-makers’ stories, the 15 HD spots include treacherous mountain falls and people wading through leech-infested waters.
On Tuesday at 4pm, a new BBC Ident was unveiled alongside a redesigned BBC HD website. The idents are “more in keeping with the channel’s tone” according to BBC Head of HD Danielle Nagler and replace the previous BBC HD Ident (the one rising out of swirly CGI waves).
Last night on FOX, The Simpsons ushered in a new era. After 20 years, The Simpsons had their Sunday night premier in High Definition. And with it came a much bigger development: A brand new main title open and already tens of thousands of comments across the blogosphere debating the implications. And with 2009 main title season pitch presentations already underway, seems like Homer and gang might have provided a quiet reminder of the influence that our title design efforts hold in the public domain.
It is the first significant revamp of the title sequence since 1989. The open takes advantage of the generous HD panorama and featured an extended couch gag of the Simpsons chasing their couch across the world, as well as into space. While some of the old parts remain (Bart still writes on the chalk board, Lisa still saxes her way out of music class, and Homer still throws radioactive material down his shirt) most of it has changed to catch up on 20-seasons worth of character additions.
Digital Collage Comparison- Click for Full View
The last time the open garnered so much attention was for Sky One’s live-action recreation of the iconic title, directed by Chris Palmer. Attached to the end of the UK sequence was the message “Come home to The Simpsons on Sky One” (which is not end-tagged to the youtube clip below). Because the live-action spot was made in the UK, there are some slight cultural differences including Homer and Marge driving on the left in the right hand side of the car and Chief Wiggum wearing a British police uniform.
With so much hubbub, perhaps we’ll see new main title refreshes on a weekly basis. How’s that for a stimulus plan for the broadcast design industry?
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