Orange unveils on-air identity for TV service

Orange has unveiled a series of animated characters that will help viewers and promote services as part of the on-air identity for its new TV offering. The characters, including a roadie and a TV lover, have been created by Red Bee Media.

The on-air look aims to guide viewers around the films, shows and music tracks that will make up the Orange service. It aims to complement the brand’s existing mobile and broadband identities.

The characters will star in 44 “scenarios” that will be acted out on a range orange stage in a black space. It aims to highlight the “orange button” on the remote control, which takes viewers through to the on-demand service. The characters also feature in menu boards to help guide viewers to what they want to see.

Red Bee Media won the project to develop the on-air identity following a competitive pitch against undisclosed agencies. Orange is also using the agency’s Digital Hive to repurpose content for its digital TV service.

Tim Pearson, director of digital TV at Orange, says it wants service to be fun, warm and engaging and the idents to reflect this. He adds that Orange aims to bring the simplicty of the Orange brand to digital TV.

The service, delivered via broadband to television sets, launches later this year.

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