[Neil Jones]

Define "creative" because there's being interesting visually and being interesting emotionally. Neil mentions 1999 being the end of good identities, that's not true because many solid identities came out after then and still do.

I didn't say 1999 was the end of good "identities" at all. What I actually said was presentation and idents peaked in 1999. That's not to say there weren't good ones after that, of course there were. But as the number of channels explodes and there are copious ident packages to go with them, it becomes increasingly hard to separate the wheat from the chaff as it were.