Task 3b and 3c

VIVA Channel Idents

The theme of Viva suite of ident is 'Enjoy being young' because in every ident it shows a crowd of people who are playing parts of young people. The way the theme appeals to the target audience is because the target audience is a young age in their teens, leading into their 20's, therefore the actors in the ident are representing their target audience and doing what their target audience would do. The tone of all these idents are exciting and happy along with fun , which is representing that the channel causes exciting and fun programs and also the tone relates to the target audience, for an example at 0.42 when the actors are at a party having fun they are representing their young target audience when they attend parties. However the actors are slightly older than the target audience because the young will always look up to who is older than them therefore that is why young adults are playing this role in the idents.

They way VIVA has created a brand loyalty using the same theme is because in every ident they will have the same main colours which are illumines pink and illumines green, which are limitations. The reason why the colours are illumines is because it is meant to be bright and party colours to relate to the theme. Also the logo 'VIVA' is always pink or green, which is consistent. Also the logo always appears on screen on a strip; stating on what  program is going to be shown next. Another brand loyalty is that all the idents have the same tone, which is fun and excitement. The typography is a brand loyalty because it is the same typography throughout every ident.

The ident is entertainment led because it doesn't specifically show what the channel contains apart from the party side to it. The reason why it is entertainment led because it showing more visuals than the actual logo. For an example all of the 5 idents in this suit, they all contain a party scene or getting ready to go out and have fun scene.These adverts show at a particular tie of the day, which is the evening/night because these adverts are more based around parties and all the idents are at night, which links to the night clubs which their target audience would be attending.

Idents re-brand themselves when it a certain time of the year for an example when there is a special occasion in the year such as, Christmas, Halloween and Easter the idents will re-brand themselves to fit the occasion. VIVA in 2013 re-branded their channel when it was Christmas however they still kept to their brand loyalty by having the logo 'VIVA' pink and the ident was still entertainment led but they changed the entertainment by showing a house full of Christmas decorations and Christmas music showing televisions revealing the programs they have on VIVA channel such as Fresh Prince of Bel Air.


The channels brand identity is enjoyment because of the fact in the suit of idents all the actors are enjoying themselves and having a good time. The design of the suit is communicating to the target audience with the visuals perfectly because it showing what the channel contains to an non-visual audience. The visuals and the tone relate to the target audience because they are around the same age group as them and they relate to the actors because they have the same aspects as them. Also the tone reflects on the target audience because young teenagers want to have fun and excitement. The suit of idents is very effective because the typography is all in capitals and bold and illumines pink to stand out and be bright and exciting. The pace of all the idents are slow motion to represent that they don't want this time to end. The brand identity is very clear that it is enjoyment because every character is enjoying themselves in each ident and the density of information to show what the channel presents is very clear through the visuals.