STV:
Precision Sports

Channel Identity // Motion Branding // On-Air Strategy

• Who they are
Our services were engaged by STV – the state-owned national broadcaster in Saudi Arabia – to help them reclaim their status as the network of choice in the KSA by devising and implementing a network-wide rebrand.

STV Sport is a channel on the STV Network that is dedicated to providing expert commentary and in-depth analysis of all the sporting action that Saudi audiences enjoy.

• What they needed
STV Sport wanted to regain the viewers that they were losing to new sports channels and reassert their position as the destination of choice for Saudi sports fans, with the most up to date news and and a newly expanded array of sports coverage.

• What we delivered
Our research into STV’s key audience segments confirmed what we already knew to be true – we are now living in the ‘Playstation Generation’ and modern audiences expect their sports coverage to be slick, graphical and richly detailed.

We created a new visual identity, driven by ‘Precision Sports’ as our creative thought, which is most richly visualised in the motion-branded content that we produced for the channel. We filmed stylized moments of action across a number of different sports, which were then rendered in slow-motion and augmented with detailed technical graphics tracked to the action.

On a technical level, we developed a fully-dynamic programme presentation and promotion system, installed fully on VIZRT, to enable STV Sport to maintain a high degree of capability as a leading sports broadcaster.

• What happened next
Our work on STV Sports won Silver at the PromaxBDA Arabia Awards in 2011 for Best On-Air Ident.