This ident has a low density of information. The only piece of text that is shown on the screen is the "Sky Sports" logo at the end. This could be because they want the viewers to focus on the football clips being shown before the logo.
It has a slow tempo which can be shown throughout the video, with the background music. This may also add to the fact that they want time for the viewer to focus on the the football shown on the screen.
There is also minor interaction near the end of the ident which states to the viewer that they are watching Sky Sports. The voice in the ident is a strong male voice which can link with the target audience of Sky Sports which is the male gender. The voice which can be heard is also spoken in a slow, dramatic way possibly to relate to how much drama can be created in sport.
This ident informs and entertains. It shows vague cases of informing the viewer when we are told that we are watching Sky Sports, however the entertainment side of the ident is presented in a much more dramatic fashion to indicate the tension or excitement which can be broadcasted on that channel.
The composition of the ident is presented slow as throughout the ident we are shown some football events from the past. Near the end of the ident, the Sky Sports logo would appears behind the last footage which could show how the viewer can only experience such drama with Sky Sports.
The ident is shown to be clearly animated, but the space which has been taken up by the clips takes up nearly the whole screen. Then the Sky Sports logo also appears in the middle of the screen. The ident does have a slightly longer duration than others mostly to go along with the sense of tension that sports creates.
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