ITV1 2002-2003 (Page 1)

One of several special ITV breakbumpers used ahead of the very first series of I'm a Celebrity Get Me Out Of Here in August 2002, in the very last days before the full ITV1 national branding launched a few months later.

At 9.25 on the first day, a minute long promotion heralding the new brand went out, showing 'behind the scenes' filming of the idents, and finishing with a solemn black version to lead into Trisha.

The first new ident. Aired at 10.30 before 'This Morning', it features Ant and Dec (the one which has been used most extensively in the pre-launch marketing by ITV).

Apparently there were others shown, but I didn't see any new idents again until 1pm... oh look! It's Ant and Dec again! Isn't that imaginative!

Another advert, broadcast just before 2.30pm on the first day of the ITV1 Celeb look, for the program 'Mr Right' - another show which didn't rate too well for ITV in the end. This one uses the full new graphics package to present time, day, channel etc.

One of the better aspects of the relaunch can be seen here. Out with the idea of generic credits. Now, credits are designed so they can be shrunk to a column, allowing the announcer to advertise a programme menu on the right. Notice the slight cheating with regards to the regional news, simply saying 'News Hour' onscreen, with the announcer advertising 'The latest news from your region'. This is from the end of Popstars, at just before 5.30pm.

Not from the launch day, some other new 'celebrity' idents. Where I know who the people are, I have included their names. This one features Frank Skinner.

Geri Haliwell and Pete Whatshisname feature in this ident. This is the Christmas variant, hence their cheap stars-flying-around-the-logo edit.

Diane Parish and Jane Danson from The Bill feature in the short version of this ident, with some token festive adornments.

A different Des in a different ITV1 ident.

Another ITV1 ident with Hermione Norris, well known for her ITV work in Wire in the Blood and Cold Feet.

Mary Nightingale, the news reader, features in this ident.

Chris Tarrant decides to be a pest to the hardworking man trying to sweep the floor in this short form-up ident.

In keeping with the new look ITV1, this brilliant sports sting was introduced. Featuring a very different style to the ITV1 idents themselves.

Whereas they used celebrities at first, ITV soon adopted a policy of using their nice flashy generic ident into all News programming. This is the long version.

Hmm.... for Christmas 2002, where the idents were in use for several days, ITV went to the great expense of adding a few shooting stars around their logo. For a one night event (ie The Brit Awards), they produced several new special idents, some featuring musical acts, and another dull version featuring the hideously overused Davina McCall. Priorities anyone? Bah humbug!