There’s been a refresh to the sound on air at BBC Radio 2 again. It’s an expansion to the package introduced on air last year.
The reason is due to how the original heritage logo had to be licensed from the original composers – Groove Addicts in the US. This time, there’s a newly composed musical logo from the guys at Wise Buddah. It’s all to do with the ways the publishing deal is done…
It’s always a big day in a radio station’s live when the new station sound arrives on air. Mostly for the on air and production team. For the listeners, it’s often a big change as the audio furniture, around something that many simply listen to, has changed. Sometimes it’s a huge change. More often than not its a more subtle one.
When a TV station changes it’s branding, the look is often more radical. Think of when BBC One changed from the balloons to the current suite of circular idents. A big change of look and sound. The same will happen soon across all BBC channels – and it’s interesting to see how important the sound of the idents is compared with the look. Often, it feels like its more of an afterthought.
Today, the ITV network has changed the way it looks and sound on air.
Take a look
What I particularly like is that there is a pretty distinctive audio identity on most of these idents. It’s a three note theme that blends within the music. Whilst an esoteric blend of audio themes does complement a visual identity, such as that of Channel Four, for me, a more distinctive sound that adapts and matches with the visual look always helps to enhance the overall branding.
This year, it’s down to a vast array of BBC One talent again – in a really nice concept called “It’s Showtime”. It’s down to Rob Brydon to gather together an all-star cast for the biggest show of the year. In the trail, we see stars like Mrs Brown and the cast of BBC One shows “Call the Midwife” and “Outnumbered” alongside some iconic stars of the channel (including the TARDIS and Del Boy’s van). There’s also people like David Walliams, Miranda Hart, Matt Smith, Lee Mack, Strictly Come Dancing’s Craig Revel Horwood, and the cast of EastEnders.
Here’s Part 1
And here’s Part 2
It’s a really fun concept – probably a nightmare to organise – which really shows the sense of fun that BBC One gathers together for Christmas. And nice to see it backed up with some great clip based trails too..
It’s good to see that the BBC can still surprise and entertain with all the distractions of the past few months. It was created by Rainey Kelly Campbell Roalfe/Y&R and commissioned by Aoife Liyanage and the team at BBC Creative Marketing.
According to the article, YouTube’s skippable ads now make Google “as much revenue per hour as ads on cable TV”. That’s according to YouTube’s global head of content Robert Kyncl.
This is a huge deal. The talk of platforms such as Apple and Google eventually becoming a new way of consumers consuming content are long gone. These platforms are already there – and by logic, will overtake the traditional platforms in a matter of years. The question is – what are traditional broadcasters (and I mean TV and radio), doing about this?
Now some will argue that advertising online is dead as viewers can simply skip it. This is what is happening on TV. Currently most TV I watch is recorded on my Hard Disk recorder. I can skip AD breaks at the touch of a button – so never need to see them. And with the content I watch on iPlayer – I never see trails for programmes since they are only broadcast on the linear TV platforms.
But viewers skip ads don’t they?
According to Robert Kyncl at YouTube:
We’re making ads optional. Users can skip them if they don’t like them. That’s a big deal. When advertisers pay only when ads are watched – and when viewers are watching only the ads that they care about – they won’t and they don’t mind paying.
Therefore – the ads and trails that they watch are ones that interest and engage them. And whilst this post is about visual content, radio promotions need to be equally efficient at doing this too.
The argument should be – how do we hook the consumer in to watching the ads or trails? Are we intriguing them? Are we exciting them? And is there some clarity to tell them what we’re selling them?
With YouTube ads, it’s pretty easy to integrate extra targeted overlays. This technique could be particularly useful for relevant Tx details which could be targeted to viewers.
Since people like the BBC now have YouTube channels, you’d guess that pretty soon, we should be expecting relevant programme trails to be scheduled to appear here – around the content that already exists. There needs to be a way where potential audiences to linear programming become aware of it on digital platforms. And whilst there are no trails on iplayer at the moment, surely there needs to be some thought as to how content is promoted to BBC online viewers on that platform. The argument up to now has been that people must always opt in to auto playing content. I think this is sensible since not everyone wants it. But maybe the ability to opt in would be useful.
As long as its relevant and targeted, it’s unlikely I’d skip it. Agree or disagree. Let me know..