As you’ll see from the News section and Scott’s previous posting, today saw BBC Three controller Danny Cohen unveil the new look for his channel, complete with the logo and idents that will debut next month.
On the whole it doesn’t look too bad. The logo itself is a bit humdrum and placed out of context looks a bit limp and indistinct. It wouldn’t look that out of place on a Saturday morning kids show. In the 80s.
But I’m being disingenuous. It does appear that the new branding will probably work much better taken as a whole with what appear from the pictures provided to be rather detailed, animated idents. So far, so good…
But more than a visual nip and tuck, Danny Cohen’s comments are very keen to make it clear BBC Three is going through a change of ethos. Ethos… Now there’s a word that always has me quaking with fear. Couple it from somebody saying “what our ethos needs is some blue sky thinking”, and it brings me out in hives.
Now I have no problem with any programme controller considering the ethos of what their channel is about, but this is something the audience don’t need to be party to. Talk about it behind closed doors by all means, but if you’re thinking too much about your ethos (and even telling your audience about your ethos), does this mean you’re taking the eye off the ball of making good programmes? As an audience member, I don’t need to know what your ethos is, just: is the programme I’m about to watch going to entertain me, challenge me, make me laugh, make me cry…
I have never in all my years of happy television viewing thought: I know, I’ll sit down and watch Channel 4 tonight, because I really like their ethos. Obviously channels are skewed in one direction or another, but I think if a programme controller has to state the ethos, then they’re probably not doing their job properly.
This statement from Cohen has me equally worried:
“The thinking behind this re-brand of the channel is that we have, in effect, created a BBC Three world in which our content can move seamlessly between TV, online and mobile. We have a fantastic line-up of programmes and we are going to make them available wherever young people want them.”
It really does sound a bit, well, naff. A BBC Three world? Really? Okaaaay, we believe you. And this bid for BBC Three to be available to “young people” does sound a bit desperate, an attempt for the channel to be funky edgy. Dare I use the word “yoof”? Well, yes I do. The problem with this quite bold statement is that if it doesn’t come off, BBC Three will be caught standing in the middle of the party wearing a cardie and doing dad dancing.
I think BBC Three’s desire to integrate the Internet and other platforms into its output is very, very important. When the channel relaunches, the simulcast on both digital TV and the internet is a very important step forward in adapting to the future of broadcasting. Just don’t try to dress it up as being for the kids, you just sound silly.
So, a cautious thumbs up for BBC Three’s new branding, but a definite thumbs down for programme controllers who talk about ethos and young people.
Personally, I feel for the BBC Three blobs who are now out of a job. I hope they got a good pension.
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