Science Fair Project Encyclopedia
A television ident is an item of television presentation which is displayed on screen, typically just before each programme, and also (if a station does not broadcast round the clock) at start-up and closedown. It may also be used to lead in and out of commercial breaks. Idents can vary in complexity from a simple static image to a live-action film, or even computer graphics generated on the fly (BBC Four is an example the latter approach; its idents react to the sound of the announcer's voice and background music).
An ident is usually considered one of the most important elements in a station's branding.
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