If a TV channel�s personality and image are to be conveyed convincingly, the channel must have a consistent visual line, an instantly identifiable style and a unified design. Corporate design consistency vis-à-vis the channel philosophy is guaranteed by taking these factors into account.
Whether on-air or off-air, all communication between the channel and recipient should be taking place within the corporate design framework. A TV channel�s design sends out a clear message about the (supposed) quality and (possible) nature of its content. Thus, one of the main visual design requirements for any channel is to establish an unmistakable identity.
The channel�s design is shaped by more than corporate design and, in particular, on-air promotion, since its purpose is also to make in-house productions stand out from those of other channels. In contrast, schedule formatting leads to increasingly uniform programme content. A contents analysis was carried out on the channel and programme design of five selected channels (Das Erste, ZDF, RTL, Sat.1 and ProSieben) during the refence period of August/September 2004. |
