[Brekkie]

Not quite sure which budget idents would come out of but I suspect compared to the overall promotion budget it's a small fraction.

Ideally for me I'd have a fairly straight forward lens set for use each year (whether variations of the normal idents or something more Christmas specific) and then you can top that up with a special ident linked to the flagship programme of the year and ideally you'd hold that ident back till much nearer the date. That way once you've got the Lens set in play you'd only need one new ident each year rather than the 3 + news safe variations they have.

I also think they could use a more generic lens style in more interesting ways too - using the effect to offer previews of the various Christmas highlights rather than concentrating on one, and without having to film something special too.