[DTV]

I do think this concept would work better if all the idents were for ITV1 - multiple versions of the same location works well for one channel. I think trying to use the concept across the full suite of channels doesn't work anywhere near as well on screen as it does on paper.

I think it could be solid idea in practice as well, you just need more variations for each channel and for a lot of the idents to have a bit more to them. I'm not sure enough people watch multiple ITV channels for them to necessarilly get what they are doing.

'Shallowness', i.e. not enough idents, does seem to be a bit of a problem with a lot of recent ident packages. I feel there's the same problem with BBC One's Lens idents - though there might technically be two dozens idents in total across all the variants, it does often feel like you are seeing the same few pop up over and over again. I don't feel this with BBC Two or the old Circle idents.