[Spencer]

It does have a January 2006 feel to these ITV 1 idents - does anyone remember the big launch of the new look ITV 1 idents in January 2006, which were a disaster for ITV 1, and come November 2006 the original package was consigned to the dustbin, and a brand new batch of idents was introduced, and would remain for the following seven years.

It doesn't feel that similar, as the issue here is that they are used across all channels and not correctly to reflect the forthcoming programme. In themselves, the idents/CGI effects are OK.  Just some extra ones are required and a bit of thought regarding appropriate usage.  We're certainly not looking at 'oneness' levels of incompetence here.

The January 2006 idents were just dreadful to begin with. Whoever thought they were a good idea was clearly on a prescribed substance. The ones rapidly introduced later in the year were good, which is why they lasted so long.

I think you're right. In my view, and as a lot of people said when they launched, the idents are "fine". They're not amazing, but they're also not terrible. They're adequate. And, as you say, with a few more additions, they could work better.

I think what *is* terrible is the surrounding presentation – the trailer endboards, the ECP format, etc.. They've obviously aimed for sleek and minimal, but it just looks cheap, basic and ill-thought out.