[DavidWhitfield]

Hmm. I find myself struggling a little...

The ident of young people dancing around in a train station with a load of funky vibrant colours flying around them as they did so looked like something you'd have expected to see going into Love Island at 9pm on ITV2 rather than leading into a morning news programme at 6am on the main channel. Hardly seemed fitting to me. Say what you like about those 2013 idents but there was undoubtedly an ident for each time of day and ones suitable for happy, sad, serious, frivolous, funny, (etc) programming. I'm not sure whether I'll feel I can say the same about this new set.

There are some nice ones which seem appropriate for the target audience of the channel, e.g. the ITV3 train station ident and the ITV2 drag artists outside the cafe, but a few that are a bit more questionable perhaps. I certainly couldn't have predicted the one depicting a series of pixelated UFOS, cows, and aliens whizzing about in a field on ITV4...

Maybe I'm just no longer sufficiently young and cool to 'get' this sort of thing and this will go down in actuality as the best set of idents ITV have ever had. Maybe.

Some nice enough elements overall but I have a few question marks. Still, we're only a couple of hours in - I really shouldn't prejudge things too much at this stage. We'll see how things progress.