ITV Creative works with artists on new set of idents

David Prior's picture

Sutapa Biswas is one of a number of artists to have produced work for a new ITV ident.

Biswas, a Reader in Fine Art at Manchester School of Art, Manchester Metropolitan University, has produced new work for the ‘ITV Creates’ campaign comprising over 150 saris loaned mainly from friends and family of South Asian parentage living in the UK. It will be seen on the channel until January 13th.

She said: “Working in collaboration with ITV has been hard work, but a wonderfully pleasurable experience.”

The ITV Creates project is intended to emphasise and reflect the creativity at the heart of the broadcaster’s business.

Each artist’s work has been filmed and produced into a set of idents by ITV’s in-house creative agency, ITV Creative.

ITV Creative's Executive Creative Director, Tony Pipes, said: “Idents have been around since the dawn of TV and the way they have behaved has changed very little. We wanted to push against the prevailing convention that idents are set, the idea that they are moving wallpaper that last 5 or 10 years without changing.

“With this project, we’ve not only given a platform to some of Britain’s best visual artists, but we have also found a way to continually entertain and surprise our viewers.

“The pieces are beautiful, daring, entertaining and sometimes challenging and that is ok because that is exactly what good TV should be.”