Idents Design

Density of Information

This ident is very dense with information, at (0:08) the voice over denotes the channel and their slogan, 'home of football' which paired with the slow motion effect of the visuals, connotes a strong theme of atmosphere. The ident wants the audience to pay a lot of attention to it, and instead of initially surprising the audience and grabbing them, this ident really wants to submerse their audience and show how well there can experience the sporting event. At (0:06) seconds as channels logo is integrated with the action as opposed to being in front and blocking the action it becomes more obvious that they want to illustrate the amount of detail and information.  

The Sky Movies HD seems to be very dense with information, the ident illustrates a lot of details and references that the audience can pick up when they watch it. At (0:08) the scene and location has changed from Western America to space cities, here it is easier to see how the channel want to connote that they have a constant change in films and are very diverse in genres of films. For the audience it is a more obvious type of information, they can gauge what the channel want to brand themselves as. Perhaps the very fact that the camera is constantly moving in a slow pan, allows the audience to really have enough time to pay attention to the small details and gather the information within the ident.

Use of Space and Time

The use of space and time in this ident can be seen throughout. At (0:02) the background denotes the team lifting the trophy at the stadium, during what is a more grey sky. Which would connote that the time would be in the later afternoon, after the match has been played. The camera is a low angle shot, and with some tracking movement as it moves underneath & closer towards the players (0:05). In terms of editing pace and techniques, the camera is one single shot with the action in slow motion. This would connote how the channel wants to be associated with the action and really feel like they can allow their audience to feel included in the action form the comfort of their own home. The channels logo appears through the action at (0:07) really trying to express that they are best channel to immerse in the sport and feel apart of the event.

Perhaps this ident breaks the conventions of locations and time, as the location constantly changes. At (0:01) the camera starts in Western America moving through various locations such as space, New York, a snow storm etc, this is done as the camera moves during a pan shot. The time of day perhaps is more subtle as it seems to span across a whole day, in terms of the light in each scene it never gets dark like an evening or night time but there are still small differences.(0:27- 0:45) Perhaps the channel have done this to connote that they are more universal, they incorporate all genres of film and are not bias to what they broadcast. It also allows the audience to be more entertained as the ident is exceptionally long, and they had to find away that the audience don't loose concentration.

Screen Tempo

The screen tempo of this ident is very slow at (0:01) which denotes the fireworks going off and the lifting of the trophy, visually we are instantly shown the height of excitement but the channel expresses it in slow motion to create more atmosphere in such a short amount of time. equally to the slow motion movement of the subject, the camera also denotes a single shot, moving very slowly towards the players (0:06) the movement perhaps connotes that the channel is all about the sport, and the atmosphere that it can create for its audience. They want to portray themselves as being able to encapsulate such a big event and give the audience the full experience. For the audience they can perhaps feel that the channel is the only place that can really give them the excitement and emotional times during different football events whilst still being in the comfort of their own home.

The screen tempo for this ident, Sky Movies HD, at (0:01) denotes a stationary camera, that pans 360 degrees which is slow moving, yet the actions on screen move in real time. The visual tempo of the screen creates an excitement in the actions as it feels as if they are segments from movies. The channel wants to connote to the audience the variety they have in their movies. It may also connote how the channel is constantly moving and constantly keeping up with all the new films in all genres. In terms of the editing techniques throughout the ident (0:01- 0:55) it is one single shot, which whilst is not dynamic or particularly exciting, it does perhaps create a more engagement as the audience want to really look and see all the different references and details of each scene.

Interaction with Viewers

Through this ident perhaps at (0:08) where the second camera comes into shot which seems intentional, it seems that it makes the connection with the audience and channel. It subtly creates the understanding that the production and coverage by Sky Sports the channel, is the link for audience and channel. Equally the very fact that the visual is in slow motion also creates the excitement and nostalgia to bring the memory back of the finale day of the season, which to any football fan was a special moment for the league.The music throughout is very subtle and does carry this magical theme, which would relate back to this idea that the channel want to feel like the audience can be fully immersed in their channel. Also at (0:09) where the voice over is a very deep voice, which puts the emphasis on 'your' and 'home' gives a more reassuring feel and comforting feel to the audience that they can relax and trust the channel.

Perhaps the audience interaction comes with the constant change in location and the change in music. The music changes dependent on the location, eg western at (0:01) and more magical at (0:39) The music and locations allow for escapism much like a real film does, which in turn excites and engages the audience from their everyday life. The channel wants to connote to the audience that they can come, relax and loose themselves with a film. The constant locations also add to this realistic feel for the audience and connotes that the channel wants to blend everyone together.

Information-led or Entertainment-led. 

This ident for Sky Sports is clearly aiming to entertain it audience. All the way through the ident there is only one low angle, tracking shot of the players celebrating. The very fact that the technical aspects of this ident are simple adds an emphasis on the entertainment as they aim to really entice the audience and give them a more escapism feeling. The channel wants to allow their audience to feel that they can sit and watch the channel and feel free of reality as they aim to be part of the experience (football match.) Whilst this ident perhaps is not conventional for entertainment in the sense that the editing pace isn't fast or there aren't any cuts, it is not a main focus for their specific audience.

This ident is certainly aiming to entertain its audience, as the channel wants to connote to the audience that they are a more diverse and try to tailor to everyone which can be seen at (0:07) compared to the location at (0:20). As the ident is a single pan shot which is quite simple editing, the simplicity perhaps emphasises all the small details and music which aims to engage the audience and visually show the entertainment of each scene. Whilst the ident does not contain any fast pace cuts or dynamic camera language it does still carry this magical theme which continues to relate back to enticing the audience in a more film based atmosphere.