Adam Sherwin, Media Correspondent
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Viewers complained of dizziness and nausea as a £550,000 rebrand of the BBC’s news operation, featuring a swirling red globe, was broadcast for the first time.
BBC presenters struggled to keep pace with a day of upheaval as the News 24 channel was rebranded BBC News in an attempt to bring “coherence” to the sprawling operation.
Declan Curry, a business news presenter, promised to “put a pound in the swearbox” after mistakenly telling viewers they were watching News 24, before correcting himself.
Viewers were most exercised by the design changes to the BBC newsroom and the flashy new graphics. Unhappy bloggers compared the changes to the 2012 London Olympic Games logo, which attracted widespread derision.
The branding agency Lambie-Nairn axed the previous dark BBC titles to create “brighter and clearer” red and white graphics, which would be “clearer about the BBC’s place in the world”.
Peter Horrocks, the head of the BBC’s multimedia news operation, invited viewers’ comments on his blog. He described the changes as “an evolution, to enable audiences to recognise BBC News whenever and wherever they receive it”.
The response echoed the outcry when the BBC overhauled its weather map three years ago. One viewer complained that the new swirling globe induced dizziness. Others found the motion “nauseating” and said that it could prompt epileptic fits.
BBC bulletins will now share a single studio, and one viewer complained that the presenters were consigned to a “super-drab news cupboard”.
Some praised the changes for giving BBC news a “clear, fresh, distinctive” identity, but many asked why the costly rebrand was necessary.
Mr Horrocks said that the changes had been agreed after viewer surveys. “We asked the audience what key things they associate with us,” he wrote on his blog. The characteristics that emerged were the phrase “BBC News”, the globe, the colour red and the “clarity and accuracy” of BBC news services.
The new design was intended to be “clear, unfussy, direct, straightforward and fresh”, Mr Horrocks wrote. The News 24 name had been killed after a decade “to emphasise the identity of BBC News”.
There is hope for those who find the changes too unsettling. The BBC tweaked its weather forecast and the redesign of its website last month after critical responses. Mr Horrocks promised to listen to feedback and changes to the new BBC News might follow.
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To: Plato, design is one of the hardest professional practices to "get right". Your uneducated derision of the industry explicitly frames your lack of any understanding of the importance of aesthetics in business.
As the former head of IBM once said:
"Good design is good business."
Andrei, Manila,
I wonder if the BBC will ever tell us the breakdown of cost of, for instance, Radios Three or Four. I suspect that, in the case of Radio Three it probably works out at several thousand pounds per listener.
C.Wood, Camberley, UK
clearly designers are overpaid but so many people are in this country while the real hard work is done by underpaid public servants.
What is most annoying to me is too much Rumpty tumpty background 'music' while info I dont need is flashed repeatedly
also too much world weather and time wasting
plato, ely, uk
The BBC is out of control.
It has too much money.
Parliament is frightened rigid that any attempt to control this monster will lead to the ritual crucifixion on prime time news of any politicians implicated.
Albert Judd, Paris,
Another £550,000 for the licence payer to fund..on top of gross salaries for so called celebs.
The licence fee should be scrapped ... its a regressive tax...the low paid have to pay the same as a multimillionaires and the like. I never see this subject on BBC news though.
anna, camberley,
Why are the BBC wasting license payers money on this unecessary rubbish, just to keep a bunch of overpaid graphics designers in work?
Generally the presentation of the news has got worse over the years: too many so-called "analysts" brought in to the studio and a dumbing down of the content
Matt, Wiltshire,
The complaints are short-term, impatient nonsense. People said the same about the new BBC weather map when it was launched, but now it's recognized to be excellent.
Benjamin, London,
Is it still the old left-wing slanted bias, to a thumping disco beat ?
Phil Batten, Christchurcg, UK
I entirely agree particularly with the hearing destroyer of sound. If you turn the sound to a reasonable level one cannot hear the news!
M. Cawdery, Portadown, Co. UK, EU.
It works out at a cost of £1 for everyone with a BBC TV Licence. Now what commercial company would waste money in this manner!
John, Salford, England
At my 4 year old daughter's school all the kids and Dads had a preview on the assembly hall telly of these new graphics about 3 weeks ago-the designer is a Dad at our school. Although slightly bored, none of the kids or adults showed any signs of fainting and once it was over the kids jumped up and had a good run around.
Markus Holler, TUNBRIDGE WELLS, KENT
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