What is the purpose of the Cooperate Identity?
ELABORATE à What is it? Stands out against channel competitors and is branded to be attractive to that target audience Why is it important? Targets a niche target audience and people are aware of what is expected from that channelà ELABORATE what do you mean by niche? I will be discussing the corporate identity of the channel Film 4. What is film 4’s ethos? The purpose of film4 is to entertain the viewers by showing movies. Film 4 only shows movies not TV shows so the target audience would be anyone but mostly family’s as the family could come together to watch the film together. Film4’s purpose to is to promote and develop new British talent. Also Film4 spend about £500,000 on each film, in a year they invest in about 20 films a year. What is Film4’s target audience? Film4’s target audience is families. This is because when watching a film its most likely to be a way of getting the family together in the same room. A lot of families would watch DVDs together which is why film4 target audience is family’s. ELABORATEà What about after the watershed? Research into corporate design, corporate communication and corporate behaviour? Corporate design is important for specifically targeting a target audience so it appeals and attracts them to watch their channel as it tells them about the channel before even watching their programmes/films. Also just through the channel’s design it helps stand out against other competitive channels such as Sky Movies. In film 4’s case the IDENT represents the services that film4 gives out, as it looks like a studio and as there is a big screen and very dark surroundings – that represents a movie in a cinema being shown. The IDENT is red. Red symbolises physical energy. This relates to films because it can convey mixed emotions and depending on the genre the film will create an emotional response on the viewer. Such as in a thriller film, often you feel energised and adds Adeline when you are watching it. You could also argue that Film4 has no genre or theme therefore it uses neutral colours to show this representation of films in general. The colour black is also used. Black represents sophistication, power and mystery. This relates to film 4 as the ident portrays the mystery of the different genres of film again without being too specific with a type of genre. Overall the design of Film 4 represents the movie theatre/cinema to show the type of channel it is, and the programmes/content it involves. Corporate Communication is how the channel advertises itself to communicate it’s channel’s identity to its target audience. Corporate Behaviour relates to the content it shows and ethos of the channel.
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