Central Independent Television

Central Television, the Midlands ITV station, started out life as Associated Television. One of the original companies on the ITV network, ATV gained the full time license to the Midlands from the 1968 franchise renewal. Following concerns about their commitment to the region, the IBA required the station to take on a more local approach in order to renew the franchise in 1982, and thus the company was restructured to create Central Independent Television. Central would continue to broadcast throughout the 80s and 90s, before being swallowed up by Carlton and eventually ITV plc. Throughout its life, the station became well known for it's graphics, and for it's large contribution to the ITV network schedule, with several long running gameshow series and famous dramas such as Inspector Morse. They would also be responsible for producing the Children's ITV afternoon section of the ITV schedule, until this was moved out with the closure of the Midlands facilities in the mid 2000s.

ATV - 1981

From the precursor to the company that would become Central, the famous ATV eye ran from the introduction of colour to the station through until the franchise was replaced by the new Central Television in 1982.


Central - 1985

Introduced shortly into the life of the new Central station in 1983, one of the early idents for the station featured a moon lighting up with the colours of the rainbow down the left, all set against a black background. This was also used as the frontcap for networked shows, even after it had been replaced locally, until these were dropped from ITV.


Central - 1988

As computer graphics began to arrive to Central in the mid 80s, the Midlands station really began to play with the new technology available to them. A new logo, affectionately known to many as the 'Cake' appeared, now featuring the logo broke into segments. Very convenient and simple blocks to manipulate, over the next decade the pres department seemed to make it their job to come up with as many different ways to animate these as they could think of. In this example, the Central logo and cake spin around each other, before the word 'Central' settles at an angle.


Central (Next) - 1988

A next slide from the station in 1988. Whilst other ITV regions at the time were still using static slides, Central put the same levels of animated creativity into them as their main ident package.


Central (Endcap) - 1988

With frontcaps being dropped from the network, Central were keen to keep their visual identity on the air across the network. So another of their animated idents was repurposed as an animated endcap (until these were also ruled out by the network). In this one, as the camera pans around, coloured spheres drop onto the colourless part of cake to add in the signature Central colours.


Central - Christmas 1988

The Christmas ident for Central in 1988. Unlike their regular 3D rendered efforts, their festive ident for the year takes on a much more traditional hand drawn style. With a small cake still in the centre!


Central (Promo) - Christmas 1988

An example of the Christmas trailer style from Central, using a much less computer-rendered style than they normally preferred.


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