[Kojak]

The idents are dull - taking what should be an interesting concept but not doing enough with it to make it work.  The surrounding presentation is nice enough but feels quite generic.

It's the ITV1 I don't get.  The new branding is clearly about putting the numeral at the centre of things, but on the main channel ITV really should be the hero of the brand and I think that could have been achieved with this look, making the ITV logo animate and grab the attention rather than adding a "1" to take attention away from that, then letting the numeral (and X) do the work on the other channels.

Brekkie, hello! How nice to see you come in from the cold!

RE: ITV1 - I think your solution would probably defeat from their idea of having ITV as the sort-of 'statesman brand', if you like. I get the sense the idents (or rather scenes? backgrounds?) themselves are supposed to represent 'ITV', and the numerals/effects represent the individual channels. (God, that sounds so pretentious, doesn't it? Any marketing peeps, do feel free to hire me! )