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Playout and design company, BBC Broadcast (note: the company, which as its name suggests, was formerly part of the BBC, was recently sold to Creative Broadcast Services, a company 65% owned by Macquarie Capital Alliance Group and 35% owned by Macquarie Bank), says that it has created idents to brand a new barker channel that will showcase pay-per-view movies available on a VOD service that Belgian incumbent telco, Belgacom, plans to launch on its ADSL-based IPTV platform later this year. According to the company, the branding it has created for the VOD service will include a leader ident that gives the channel a clear identity and "illustrates its focus on family and fun": "When we created the new identity, we utilized the circle shape used in the Belgacom TV logo," BBC Broadcast’s creative director, Steven Aspinall, explained in a prepared statement. "To create the leader ident, we arranged brightly colored circular objects, including marbles, paint pots, balloons, flower petals and animated dots, then interspersed these images with scenes of families having fun. This created a playful feel for the channel that reflects its entertaining content and signals to the audience that it’s time to settle into a couch and relax."

The branding package also includes five genre idents that signal to viewers the type of movie trailers coming up. The genre idents feature the Belgacom TV logo, using it as the central character in a series of 20-second mini-movies: the movies show the logo being chased through a forest, abducted by aliens, hiding from police, playing on a carousel, and smooching in the moonlight on an ocean liner. "These scenarios give the Belgacom TV brand a personality which helps create a connection with the viewers," Aspinall explained.

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