Paul Smith is my ultimate boss, owner of Celador.
He once sold an idea for a TV show – that was initially rejected by all the major UK TV networks – and eventually went on to be a worldwide TV success.
This article from CAMPAIGN shows how he sold it – by using emotion and experience rather than sales talk
A nice video landed in my Facebook inbox this evening via my friend Kirsty Mullan who is the Entertainment marketing manager at ITV. It’s for the new series of the X-factor.
They’ve used a technique much popular in radio by the likes of David Konsky at 2DayFM and also by DJ Earworm. Instead of simply taking the biggest hits around, they’ve taken clips from some of the 33 number ones songs that the XFactor has produced over the years. It’ll be used on TV (and I’m guessing on radio adverts too) in the coming weeks.
To celebrate a decade of the X Factor ITV have created the Ultimate X Factor Mash Up. Using a selection of hits from artists discovered on the show over the years to create an infectious medley.
See what you thing of the result. Oscar Carriss, head of creative at ITV and remixer / DJ Robin Skouteris are the guys responsible – and I’m guessing it’ll be a big hit too.
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.
You can find out more background on the ITV rebrand at the iMediamonkey blog