A corporate identity or corporate image is the manner in which an institution presents themselves to their audience. Its primary task of the corporate communications department/in house/ external agencies to maintain and build this identity to accord with and facilitate business objectives and fit in with the channel ethos.
In general, an ident requires a corporate title, logo and supporting devices commonly assembled within a set of guidlines. These guidelines lay out how the identity is applied and would approved colour palettes, typefaces and layouts etc.
Channel ----> Ethos ----> Ident ----> Audience
Stuart Hall's theory of the reception theory is used a quite a lot. It is split up into negotiated, oppositional and a preferred reading. Negotiated is when the audience thinks the ident shows the corporate identity but isn't sure about it. Oppositional is when the audience thinks the ident does not show any corporate identity at all, and the preferred reading means the audience can see the corporate identity.
This ident by Channel 5 I would say is oppositional, as it doesn't show any of the corporate identity because it is just their logo on a screen flashing. Audience's would find this very boring and wouldn't be able to see the corporate identity when watching this ident.
This ident is used by Channel 4. The Simpsons have been the biggest show on Channel 4 for many years and some people may argue that this ident they use is negotiated or oppositional. I think this would be the case because some younger audiences might think that they have overplayed this show and ident and are rather quite bored of it but some people might be negotiated because they would say The Simpsons are part of Channel 4's corporate identity and therefore would be negotiated by it.
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