Use of text:(Title, Credits, animated captions, stings, idents, interactive menus, web banner)

Ident

Brief description:What do you see?

You immediately get the feeling that ITV were trying to appeal to a younger audience when this ident was shown. The use of teenage boys playing basketball in what appears to be a very urban looking landscape is an example of this. The motion graphic has plants and yellow flowers inexplicably growing at a very fast rate up the back of the basketball board, with many petals and leaves floating away around the basketball court. The plants and flowers then begin to fill up the court and then the surrounding area outside of the court.

Techniques used:Animation, Visual Effects, Colour Rendering, Graphics, Movement

The obvious use of animation is when the plants and flowers begin to rapidly grow all over the area that is on screen. The flowers are yellow, which symbolised ITV at the time of the ident being aired (ITV have recently re-branded). The colour is quite vast, especially as the plants and flowers begin to fill up the area. The movement of the ident begins at the very start of the sequence. It begins with the back of the basketball on a angle from the right. The camera then tracks toward the left, showing more and more of the action as it moves. This is a good technique for the viewer to watch as you see barely anything at the beginning so are waiting for the action to occur.

Advanced techniques:Blur, Sharpen, Distortion, Rotation, Opacity

There isn't much advanced techniques on show during this ident. Most of it has a sharp look to it, the logo, the area and the basketball net and court are all very easy to see. However the players are shown at the other end of the court, making them not necessarily blurred but not very sharp either. The only other noteworthy technique is a slight blur on the floating leaves and petals.

Technical comments:Video format, Screen ratio, Resolution, Frame rate, Compression

The video is played through YouTube;

Screen ratio: 16:9 (standard for widescreen)

Video format: 360p

The codec is Codec: H.264, which is also known as MEPG-4 AVC. Pros:H.264 delivers incredible video quality at data rates one-fourth to one-half the size of previous video formatsH.264 offers dramatically lower bit rates and better picture quality than MPEG-2, MPEG-4 or H.263+It is 2X times more efficient than MPEG-4. and file size is 3X times smaller than comparable MPEG-2 CodecsIt is easy to integrate and covers wide range of picture format. Hence used in large application segmentCons:H.264 requires longer encoding timeIt is certainly not constricted and low-bandwidth friendlyMore Hardware overhead is also one of the limiting factorLicensing agreements are complicated.