27/11/2022

Rohde & Schwarz empowers ITV refresh with Pixel Power graphics automation

Pixel Power, a Rohde & Schwarz company, the global leader in advanced playout and automated channel branding, has worked extensively with ITV Creative to successfully deliver its dynamic new identity.

ITV is the largest commercial broadcaster in the UK with six linear channels and the UK’s freshest new streaming service, ITVX.

ITV is a long-term user of Pixel Power’s advanced graphics and automation technology. Its previous branded programme promos and idents were all generated on Pixel Power systems, including the highly automated trailer production, jointly developed as Project Phoenix.

Now it has built a refreshed identity on the same core technology, relying on expertise from the Pixel Power creative services team, which has been working with the broadcaster over recent months.

“ITV Creative engaged design agency DixonBaxi for the visualisation of the new identity,” explained Charlie Cooke, Senior Graphic Designer at Pixel Power. “We worked with them to realise their concepts as dynamic graphic templates for the Pixel Power platform.

“This involved us in creative discussions to ensure the vision is completely captured, ensuring the graphics can be delivered with all the impact they require.”

The big challenge with these graphics is defining the large amount of graphic logic. Each type of graphic needs to update based on the channel name and programme information determined in the schedule whilst also maintaining the brand guidelines.

Once this logic is in place, the collaborative team could move on to the vast number of graphics to be realised.

The strength of the Pixel Power platform is that it is highly automated and data driven. This means that the various ITV channels can each retain their own distinctive look and feel within the new brand, delivered reliably and automatically through smart templates.

“Pixel Power has always given us efficiency and ease of use,” said Mark Dietz, Broadcast Graphics Systems Operator at ITV Creative.

“A scheduler simply adds the programme information like title, time, and a promo image, and then a whole suite of clips is automatically generated and dropped into the right places in the appropriate playlists. It is a simple and reliable process that we are very comfortable with.”

“This is the biggest rebrand that ITV has ever undertaken, and it is by far the biggest creative services project we have done. It clearly demonstrates that we have the skills and creative flair to ensure that huge jobs like this are delivered successfully and cost-effectively.

“The new results are stunning, and we wish ITV well with the new look,” Cooke added.

ITV’s refreshed identity, powered by Pixel Power graphics, went live on 15 November, 2022.

2022 ITV Brand Refresh | ITV video: https://www.youtube.com/watch?v=I6HJlp5CPTY&feature=youtu.be