The Movie Network debuts new on-air look
By Adnews Staff
Specialty channel The Movie Network unveiled a new on-air look for its main channel, M, in late December. The look is intended to "emotionally engage and connect the viewer to the network and its programming," according to the company. Eight network identification tags have been created, each intended to embody an emotion that can be evoked by a movie: sadness, adrenaline, revenge, joy, anger, love, lust, laughter and fear. The IDs, which are 15 to 45 seconds in length, present themselves as movie moments. The "sadness" tag depicts a solitary young woman in a train on a rainy night. The "joy" tag presents itself as a home movie of a girl playing in a field. The tags will identify the network before and after a program. The channel will use the ID that best represents the movie to which it is attached. The IDs were produced by Montreal firms Cinélande and Buzz, along with The Movie Network's creative services staff. The Movie Network is owned by Astral Media.