As TV channels try to assert themselves as Brands in a fragmenting TV universe……a few are making great strides in the previously overlooked area of idents.
SBS is the rather grand “Special Broadcasting Service” in Australia. As a public broadcaster it has a charter:
“The principal function of SBS is to provide multilingual and multicultural radio and television services that inform, educate and entertain all Australians and, in doing so, reflect Australia’s multicultural society.”
And here you might expect a very dry service lacking in creativity and innovation. Not the case (in most part). SBS has taken the acronym and turned it into something meaningful in terms of copy and creative on screen: SIX BILLION STORIES
“Six Billion Stories” is perfect for the profile of their channel, charter and audience.
But most of all I like their idents which truly reflect the diversity of their content. The above in Legacy week (honoring ex-servicemen) was particularly poignant.
There are many more – each featuring a programme or theme eg: the equally brilliant, but very different, homage to South Park: