TCM juxtaposes film clips with everyday life in on-air idents

Turner Classic Movies, the Time Warner-owned channel, has unveiled a new on-air look across its European network.

The channel's in-house creative team has designed four 20-second idents, which show a series of back-projected light boxes showing memorable film clips, juxtaposed with everyday situations.

For example, a family walks its dog in the country and weaves in and out of a host of images from family favourite films, such as The Wizard of Oz. In another, a man realises he is late for his train and as he rushes to catch it, images of other pursuits appear around him and he misses it.

Each of the four idents has a shorter version, along with new "next", "tonight" and "tomorrow" break bumpers. The idents were art directed by Adam Easdon and written by Nick Leaf.

Alan Musa, the vice-president and channel manager of TCM, said: "As our audience gets younger and the 25- to 44-year-old age group makes up more than a third of our primetime audience, the new look reflects how Hollywood's legacy has an enduring relevance and appeal within this age group."

Turner Classic Movies launched in Europe in 1999, and draws its content from the Warner Brothers Studio and MGM.


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