Orange brings digital TV service to life

London and IBC, Amsterdam, 8 September: Orange today unveiled the on-screen identity for its forthcoming digital TV service. The identity, created by Red Bee Media, will guide viewers around forthcoming films, TV programmes and music videos that will appear on the Orange TV service, which will launch later this year. The identity consists of designs that include animated characters such as a roadie, TV lover and a clapper-loader.

These three main characters each symbolise a different part of Orange's digital TV service. The ‘roadie', who tends to be caught out when he tries to act out his dreams of rock star fame, indicates music. Strange things happen in the living room of a ‘TV lover' when she settles down to watch her favourite programmes, representing TV. Film is signified by a ‘clapper-loader' who brings to life different genres of film after clapping his board to start the action travelling to all sorts of film sets.

The characters star in 44 idents to be used across Orange's digital TV service. Each ident scenario is acted out on a round orange stage in a black space, reflecting the Orange brand, and referencing the orange button on the remote control which takes viewers through to the on demand service. The characters also feature in menu boards to help guide viewers to what they want to see.

Orange is also using Red Bee Media's Digital Hive to repurpose content for its digital TV service. As Orange signs content deals, tapes will be delivered to Red Bee Media to be digitised and transcoded. Red Bee Media will also add editorial metadata designed especially for video on demand.

Tim Pearson, Director of Digital TV at Orange, said “Orange's digital TV service will allow viewers to get more from their TV by putting them in control of the best quality entertainment and enabling them to watch what they want, when they want, how they want. The characters are fun, warm and engaging and will guide viewers around a great line up of film, TV, sport, entertainment and music from the comfort of their favourite armchair.”

Stacey Anklam, Head of Product Management at Red Bee Media, said, “We are helping Orange guide its customers to content through branding and metadata while insuring that content is repurposed to Orange's technical requirements. We believe that successful IPTV providers will be those that combine knowledge of audiences with new technology. Our heritage and experience in engaging audiences along with our technical and editorial expertise allows our clients to create compelling IPTV solutions for their customers”.

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