Teletext receives Basten Greenhill Andrews touch

ITV’s on-screen Teletext service is to be redesigned to allow the service to take advantage of new technology allowed by digital TV broadcasts.

Basten Greenhill Andrews has been appointed to carry out the task.

“The job is to define its positioning in the new digital world,” says BGA managing director Tim Greenhill of the project.

The traditional four-colour, large pixel displays currently used for analogue Teletext broadcasts are to be phased out with the widespread use of digital broadcasting.

Digital technology will facilitate the use of higher quality pictures and illustrations for Teletext broadcasts and is likely to result in the introduction of new typefaces to create enhanced on-screen legibility.

A name change for Teletext is unlikely. “They own the generic name,” says Greenhill. “Research shows that viewers see Teletext as a trustworthy information provider… there is a massive inherent brand strength.”

The new look for Teletext is likely to be given a public airing this summer, says Greenhill.