Ortmans Young International has created the channel identity, idents, break bumpers and title sequences for Magic TV, which went live on Sky Digital last Thursday.
The 24-hour music video channel is a spin-off from easy-listening radio station, Magic, owned by Emap. It will feature a non-stop jukebox and viewers will be able to phone in with requests.
Magic TV’s target audience is females who like, ‘for example, Madonna, George Michael and the Bee Gees’, says Ortmans Young creative director Haydon Young.
The creative concept features surreal kaleidoscopic imagery of human characters shot against a blue sky background, ranging from meditating buddhas to flying nuns. The images emphasise the fun, feelgood and carefree values of the Magic brand, Young explains.
The consultancy won the work without a pitch on the strength of previous projects on Emap’s Q TV and Kerrang TV spin-off channels. Ortmans Young designer Jamie Balliu also worked on the Magic project.