[Brekkie]

Agree - around the 21st felt about right, but seems to be a tendency in society now to do everything early and almost make more of the build up than the event itself. A neighbour has had Halloween decorations up for two weeks for example and loads around the village have pumpkins out already, which I guess will be rotten by the 31st October.

I do think a compromise would be to have a set of returning idents which can debut at the beginning of December - but then you hold back a new addition to the set until a few days before.

Actually C4 have had it right in recent years, using idents around Christmas specials in the run up to Christmas alongside their regular idents and then around all junctions for the Christmas period itself.