ITV News "Brand realignment"

I've jumped ship on this look since yesterday.

Having seen all of the bulletins, I think the music is great and it has grown on me so much, and I love the graphics.

But I just cannot like the set. With the sets from 2006, they never really looked 'fake' because they had so much depth, the atirum had people working in the newsroom, the nice lighting, and the most recent background was static but there was so much detail. However with this new set, it just looks 2D and totally fake, with no depth. Its just layer upon layer of shapes and images and it looks horrid, I cannot believe Jago/BDA actually designed this -they should be ashamed of themselves. I don't know who gave it the go ahead at ITV. I actually feel like it's a step backwards, and its shameful that NaT has nothing to represent it as an iconic bulletin except yellow and grey blocks. This is why the clockface worked - we could relate to it. We can't relate to yellow rectangles.

The titles just need to go straight down a line of hero panels, not right and left - that's what makes them look cheap.

This said, I doubt we'll get any tweaks.

How does left to right hero panels look cheap, but straight ones wouldn't?

The camera movements seem very sudden and jerky and appear fast in parts of the sequence - doesn't look very professional. It'd be better if it was, as described, a camera pan down a straight line of panels.

As I say I'm fine with much of the revamp, but the odd astons are grating on me. Looks very weird with the text too big and not aligned properly with the ITV News logo. The text juts out too much to the right. It just seems like an awful comedown from the previous straps - and they weren't perfect! It's also sad to see News at Ten look and feel like everything else... the music is great and the set is acceptable, but I wish there was something there to make the 10pm bulletin stand out from the rest.

Will be interesting to see what they do with the set for election coverage in the near future.

Is it just me or does the music remind me of the music on the "The Day Today".

I didn't catch the news yesterday but saw the evening news just before and I have to say I'm not liking the new look. The yellow just looks awful, and because its kind of see through when the picture behind was of the sea it turned the yellow a disgusting murky green colour! The set looks too big as well and really artificial. The presenters clash with the set eg. navy blue suits look awful with the black/grey/yellow. Don't like the music either. Oh and I think has somebody told Mark Austin to smile more on the 'coming up' video! It all just smacks off style over substance to me, reinforced by the total non story which they led with.

Having just listened to the closing music from News at Ten last night I have to say I quite like it. Now they have to sort the opening music out and the voice over.

I agree completely. Hopefully Alastair prematurely wishing us a good weekend today was because Katie will be presenting the News at 1.30 for the rest of the week.
I know I have said it before but it really is difficult to imagine how anyone in a position of any consequence could be in possession of such poor judgement as to not realise just how right it would be to have Katie as the sole main presenter of the lunchtime news.
I'm sure Alastair would be happy enough to concentrate on the 6.30, covering the 1.30 and NaT as required.

On the weekend front, the print edition of the Radio Times is showing Mary as reading the news this Sunday.

I'm not saying it's any different itsrobert as it is produced by the same organisation, but I think there are perceived differences, whether they be in the public's heads or not and that's a problem for ITV.



Of course it's reasonable and if they want to do that that's fair enough and I don't blame them, but that doesn't mean it's the right move. The difference with ITV compared to C4 or Five is that ITV News did used to be called ITN...

Going back to ITN would be very stupid and a pointless exercise but why they couldn't keep the bulletin with neither a reference to ITV nor ITN I don't know.

I agree Katie should be the named presenter for the Lunchtime News, with Alistair probably still hosting as often but officially being her understudy. I guess though with London Tonight to cover as well they probably looked at the rotas and in reality she isn't hosting it any more often than Alastair, but even so I think using her in the promos as the face of the Lunchtime News would have added something to them.

And I'm feeling as if I may be increasingly alone in this opinion, but the more I see of it, the more I like it. That said though I did switchover from the Evening News as soon as they revealed their top story tonight.

P.S. GMTV009 answered my request of putting the News at Ten theme to the new titles - it's in the requests forum and works quite well. CBBC also put the new theme to the old News at Ten titles, which can be seen in the Gallery.

Looks like the Grauniad readers don't like it, my favourites are,

"It's horrible, it looks sugar saturated urine,

The title sequence was like trying to find a space in the multi-storey car park of news." &

"ITV love yellow, that shade of yellow in particular. Maybe its more symbolic than we think. The colour of p**s, absolutely sums up ITV to a tee."

The less repeatable ones are here.

http://www.guardian.co.uk/media/2009/nov/03/news-at-ten-ratings

The vertical yellow stripes/columns remind me of Sat1 in Germany -- just switch the gray and the blue:



http://www.youtube.com/watch?v=i02tJE-11Dw

The "LATER IN THE PROGRAMME" aston, which goes outside the safe areas due to the massive font size, looks pretty ridiculous.