As we saw in the previous post, the 1980s brought about a huge change in TV idents and presentation, as many broadcasters embraced computer graphics, leaving behind cell animation, mechanical models and sometimes, a static caption card, which had been the tried and trusted methods of on-screen branding since transmissions began.
In the 1980s, computer animation was starting to advance to a degree in which it was of a broadcast standard and although it still wasn't cheap, it was possible to produce short, high-quality pieces of animation for a reasonable price.
When Channel 4 burst onto UK screens in 1982, the highly impressive computer-animated idents had to be animated in the USA, as at the time, no computer animation company in the UK had the processing power to produce such smooth-flowing images with believable texture and lighting. Computer animation has always been a rapidly-evolving medium and this was especially true during these early days, as by 1983, the BBC had started work on creating a new ident for BBC 1 - their first computer-generated symbol.
The outcome of their research and hard work finally made it's debut at 7pm on the 18th February 1985 - 30 years ago this week, heralding a new era for the channel in more ways than one...
When work on the Computer Originated World (or COW, for short) started 2 years before its eventual debut, it was simply a project to update the presentation of the channel, doing away with the physical mirror-globe model that had been in use - with modifications - since 1969, but by the time it appeared, it had become part of a radical makeover of the channel as a whole, as that particular Monday in February 30 years ago also brought with it the debut of computer-generated weather graphics and the start of a brand new schedule, including a brand new twice-weekly soap called Eastenders... Yes, the COW was indeed part of a massive change to the channel.
Footage taken from most of the main junctions of that very first evening
of the new-look BBC 1. You Tube upload by "tv68"
The above video shows how viewers in 1985 got their first taste of the new look. 30 years on and it seems a bit odd that the new ident didn't appear until the 7pm junction, especially as every rebrand of the channel since has been launched at the start of the day. Going back to the bigger picture of the 1985 rebrand however, it makes sense, as the main changes to the schedule would be taking place in the evenings.
And what about the ident itself? Compare it to the current idents used by the channel and it is worlds apart (see what I did, there?) - silent, simplified and without a build-up. To some, it may not look impressive, but when you look at the previously-mentioned mirror-globe which it replaced and consider that computer graphics were still in their relative infancy, then it really was remarkable, as it flows just as smoothly and could be cut to with the push of a button, as it was generated live.
The COW lasted until February 1991, which is not only a shorter run than all versions of the mirror globe combined (just over 15 years), but is also shorter than the current idents, which are almost 9 years old. Granted, the current package consists of several different idents, complete with music and build-up sequences (which have been edited and modified during their time on air), but the prolonged use of these idents and a lack of new additions in recent years means that they are starting to look a little stale.
You could argue that the COW would have felt even more stale had it been used for the same amount of time, but TV presentation was very different back then. Junctions between programmes tended to be shorter and there was less of a feeling of rising panic that any second now, you might get bored AND CHANGE THE CHANNEL OHGODNOPLEASEDON'TLEAVEUS!!!
What I'm trying to say, is that in becoming more complex desperate to hold the attention of the viewer between programmes, TV presentation has opened itself up to becoming stale faster. 30 years ago, the COW was impressive in its simplicity, which also allowed it to be flexible, as it could be used for every type of programme without looking out of place or of questionable taste. Also, they had a clock, which was ideal for leading into the news. These days, they have to make idents that work best with certain programmes, then withdraw or heavily modify them when it becomes clear that they make things worse. Also, they don't have a clock. And that's a shame.
As the COW appeared a few months before I was born and stayed for 6 years, I remember it very well and with great fondness, as it connects me with nostalgia relating to happy times growing up. As a result, of course I'm going to express a preference to it, but it really was a work of genius, considering the primitive nature of computer graphics of the time. As I've already said, TV presentation was different 30 years ago and despite the impressive technology behind the COW, it was designed to look like what it was replacing - a familiar and popular concept. Revolution working with evolution, rather than against it.
The most fitting way of ending this piece is by turning back (to) the clock and the now sadly-discontinued ceremony of the closedown. In this case, we go back to that first night, as Mark Waddington demonstrates the importance of a clock, along with some excellent timing, as he gives the final time check as the third hand strikes 12, although you may notice that he has to speed up a little during the preceding sentence, in order to hit his mark!
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