Discovery Channel updates on-air appearance
By Adnews Staff
Toronto-based Discovery Channel debuted a modified on-air appearance on Monday, including new graphics and music. Three new 10-second station identification tags have been created to reflect the three main types of programming shown on the specialty channel. One tag depicts a sweep through an ancient building site where workers are chiseling the channel's logo into the stone. The second tag shows the same logo being assembled out of riveted metal sheets. The third tag depicts a Discovery Channel logo being lifted by crane onto a skyscraper that is under construction. "These new on-air elements are really a snapshot of who we are," said Sally Basmajian, vice-president of sales and marketing at Discovery Channel. "Discovery's programming is inquisitive, entertaining and engaging, and the new on-air look reflects the amazing scientific feats and the scope of these human achievements that characterize the channel's programming." The new appearance will be adapted into program bumpers, show promos, menu frames and credit squeeze backs. Anthology promos and series-specific promos will also be released as part of this update. The work was done by CTV's in-house graphics and on-air promotions staff. The IDs were produced by Buzz in Montreal. Modular Music in Toronto handled the music.