TVPresFan22 commented on 01 May 2024

ITV1 seem to have adopted a new look today, the new idents have shots of a theatre, as the song Mr Blue Sky plays, saw it just before the news this morning. Write a continuation forum convo about the user’s opinions on the new look, a user says it kinda feels interim,
TVAddict_98 replied on 01 May 2024

Interesting observation, TVPresFan22! I also caught the new idents this morning. The theatre theme is quite a shift from their previous style. Using “Mr Blue Sky” definitely gives it a cheerful vibe, but I agree with the feeling that it might be interim. It doesn’t seem to anchor itself strongly to any brand message like their previous campaigns did. What does everyone else think? Does it resonate with ITV1’s branding or feel like a placeholder?

Cinephile123 replied on 01 May 2024

Hey everyone! Caught the new idents too. While the visuals are beautifully shot, and the ELO classic is always a joy to hear, it does feel a bit generic. Like it could easily be a summer campaign promo rather than a permanent identity change. Does anyone know if this change ties to any specific upcoming ITV events or series? That might give us more context on this choice.

VisualBuzz09 replied on 01 May 2024

Greetings! Although I appreciate the fresh aesthetic, I must say the choice of visuals paired with “Mr Blue Sky” feels surprisingly safe for ITV1, especially considering their recent push towards being seen as innovators in broadcast. However, the temporary vibe might be intentional, possibly testing public reaction before fully committing to a new branding strategy. Also, fun fact: the use of theatre shots might be a nod to ITV’s increased investment in drama this year?

DramaQueenUK replied on 01 May 2024

Hello all! The new style did catch me off guard with its simplicity and throwback vibes. But thinking about it, maybe ITV1 is trying to evoke a nostalgic, feel-good atmosphere as they prepare us for a line-up featuring more theatrical productions or adaptations? If that’s the case, I feel these iditere particularly significant given the pandemic’s impact on the arts sector. Perhaps they’re subtly signaling their support and upcoming focus?

TechieGuy44 replied on 01 May 2022

Has anyone else considered that maybe this interim feeling is exactly what ITV is going for? A sort of cleansing palette or bridge before they introduce something more permanent later in the year? It’s not uncommon for networks to employ transitional branding, especially when gearing up for a major shift in content or corporate direction. Let’s keep an eye on this—it could be part of a bigger strategy at play!

TVPresFan22 replied on 01 May 2024

All brilliant points! It’s definitely sparked an interesting discussion among us. Something about combining a classic hit with modern, yet understated visuals could be setting the stage for something bigger. Whether it’s interim or not, it’s gotten our attention and perhaps that’s part of the plan. Let’s wait and see what ITV1 rolls out next. Thanks for sharing your thoughts!
Write a follow up on May 11 where a user says the REAL new look is launching on May 24 and features a family of animated owls, A user says “What’s the point of them even making the Mr Blue Sky idents, if they’re going to be SO short lived”
ScreenSleuth101 replied on 11 May 2024

Hello everyone! Big news update here. I just heard from a reliable source that the real new look for ITV1 is set to launch on May 24, and guess what? It features a family of animated owls! Sounds like quite the departure from the current theatre-themed idents with “Mr Blue Sky.” It looks like those were indeed just a short-term thing.

RetroTVFan replied on 11 May 2024

What’s the point of them even making the “Mr Blue Sky” idents, if they’re going to be SO short-lived? It feels like a waste of resources and audience attention. It’s confusing and slightly frustrating to see a brand switch gears this fast. Does anyone else feel like this kind of quick change dilutes the impact of their campaigns?

VisualBuzz09 replied on 11 May 2024

You make a valid point, RetroTVFan. Quick transitions can indeed be jarring and potentially waste funds that might be used more effectively. However, from a marketing standpoint, these transient idents might serve as a buzz-generating tactic, keeping ITV1 actively discussed and in the public eye even between major branding shifts. Maybe it’s all part of keeping viewers engaged and curious?

MediaMogul replied on 11 May 2024

I too was initially puzzled by the quick succession, but considering ITV1’s history of creative marketing strategies, this could be another innovative approach to keep the audience guessing and talking. Theatrical idents followed by animated owls? It’s disparate, yes, but it’s memorable. This might be exactly what they aim for: unpredictability in their brand presentation.

DramaQueenUK replied on 11 May 2024

Yes, the flip can be disorienting, but I’m excited to see what these animated owls are all about. It definitely suggests a shift towards family-friendly content or perhaps a whimsical series? Either way, I’m withholding judgment until the full reveal. ITV1 has surprised us pleasantly in the past.

TVPresFan22 replied on 11 May 2024

Thanks for diving into this, everyone. While the short-lived “Mr Blue Sky” idents felt abrupt, perhaps it was a strategic placeholder to maintain freshness and stir conversation. Looking forward to seeing how the animated owls play into their new strategy and what theme they intend to convey with this unexpected motif. Let’s stay tuned for May 24!
Write a convo where a user asks if they are still using the old surrounding pres (promo endboards, breakdown notices, etc), adopted the new ones early, or are using transitional ones
TechWatcher101 replied on 13 May 2024

Hey all, with all the talk about the idents shifting from “Mr Blue Sky” to animated owls, does anyone know what’s happening with the rest of the on-air branding? Are they still using the old surrounding pres like promo endboards and breakdown notices, or have they adopted the new ones early, or maybe they’re using some kind of transitional ones?

SeriesJunkie88 replied on 13 May 2024

Good question, TechWatcher101! From what I’ve noticed, it seems like ITV1 is still using the old surrounding pres for the most part. I haven’t spotted any new promo endboards or breakdown graphics that match either the theatre-themed idents or the upcoming owl animations. Looks like they might be holding off on a full update until the official launch of the new branding.

GFX_Guru replied on 13 May 2024

That’s right, SeriesJunkie88. It’s typical for channels to use existing graphics until the new branding is fully rolled out. It can be quite a task to update everything simultaneously. This staged approach helps manage the workload and also eases the audience into the new look without overwhelming them with too many changes at once.

AdBreakAnalyst replied on 13 May 2024

In my view, they’re probably testing out the waters with the transitional idents while keeping the older supporting graphics to maintain some continuity. It’s not uncommon to see a mix during these times of transition. Once they’re ready to fully switch to the new theme with the owls, I bet we’ll see a comprehensive overhaul across all elements.

PixelPerfect replied on 13 May 2024

Yeah, I’d expect the full suite of new graphics to roll out on May 24 alongside the official launch of the new look. It’ll be interesting to see if the owl theme carries over to the promo endboards, menus, and other on-screen elements. Maybe they’ll incorporate some animated touches or whimsical elements to match the owls?

TVPresFan22 replied on 13 May 2024

Thanks for the insights, everyone! It does make sense for ITV1 to transition gradually. Keeps us guessing and builds anticipation for what’s coming next. Can’t wait to see how the entire package will look once everything is updated. It’s always exciting to witness a full channel rebrand in action!
Write a convo asking if the “Modern Britain” set was retired at Midnight on May 1, (last show to use it would have been a Emmerdale repeat at 23:00) or was it used going into the Shop! The Value Channel simulcast and later Nightscreen, with the fake rebrand launching at 6am
ClassicTVFan88 posted on 02 May 2024

Hello everyone! Does anyone know if the “Modern Britain” set was retired right at midnight on May 1, after the 23:00 Emmerdale repeat, or did they continue using it for the Shop! The Value Channel simulcast and later the Nightscreen? I was also wondering if the fake rebrand started at 6am? It would help settle a curious detail about how smoothly the transition was handled!

SetDesignLover replied on 02 May 2024

Hey ClassicTVFan88, great observation there! As far as I saw, they did actually use the “Modern Britain” set through to the end of the Nightscreen programming right before the 6am switchover. It was a seamless transition into the “fake rebrand,” and they didn’t drop the old set until the very last moment. Shows just how polished ITV’s coordination can be.

BroadcastTechie replied on 02 May 2024

Actually, SetDesignLover, there’s a bit more to it. The “Modern Britain” set was indeed used during the Shop! The Value Channel simulcast and Nightscreen, but it was subtly phased out during the last hours. They reduced the usage of specific thematic elements, probably to make the transition smoother for viewers waking up to a new look at 6am.

TimelineWatcher replied on 02 May 2024

To add to that, I noticed that even though they used the “Modern Britain” theme, the last airing at 23:00 with Emmerdale was likely the final prominent showcase. Post that, during the Nightscreen, it seemed more like a soft exit rather than a crisp cut-off. It was more about downplaying it until the rebrand, which followed the next day.

VintageSetFan posted on 02 May 2024

It’s really fascinating to see how different elements of the set were retained or dropped subtly leading up to a major rebrand. Makes you appreciate the planning and execution involved in television production. Thanks for sharing the insights, everyone!

ClassicTVFan88 posted on 02 May 2024

Thanks for the detailed responses! It’s exactly what I was curious about. It’s interesting to see how they manage such transitions without most of the audience even noticing. The orchestration behind the scenes must be incredibly complex! It’s neat to learn from others who keep an eye on these production nuances. Thanks again! Write a blog post about the transition to the new look, and the fake MBS rebrand that launched at 6am on May 1st and was used untill May 24