MUMBAI: The latest addition to the existing bouquet of English entertainment channels is Romedy Now; launched by the Times Television Network (TTN) just yesterday.

Despite being the Times Network’s fourth offering after Times Now, ET Now and Movies Now, Romedy Now is unique in terms of its logo and packaging as well as what it stands for.

For a channel that summarises ‘love and laughter’, the logo is apt – a deep sunshine yellow; a colour that would appeal to both male and female audiences.

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London-based digital agency Weareseventeen that has done the entire packaging of the new entrant claims a lot of thought went into designing the logo. “The tone we wanted to convey was not specific to any genre, but rather just a positive and upbeat feel,” says creative director Stephen Simmonds. The logotype aims at a balance between sophistication and legibility, with subtle playfulness.

English Entertainment Channels CEO (TTN) Ajay Trigunayat too is happy with what the agency has created for them. “Our colour signifies cheerfulness. It’s got a lot of joy and happiness in it,” he says. The OSP (on screen presentation) has been created in such a way that every time a viewer tunes in, he/she will be met with depth and sophistication.

It was around May this year that TTN took its idea to Weareseventeen, leaving it to them to create a package for Romedy Now. In the course of a study the agency undertook, they found that movies with romance and laughter usually have a man and woman meeting and then parting ways due to differences, but ultimately join again. They used this to create the on-air package. “This core theme of 'coming together' would influence our entire on-air system, with tune-in type and backgrounds joining together in every OSP item,” says Weareseventeen strategic director George Alexander.

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The two sides put their heads together to try out new innovative ideas for the OSP. “The extensiveness of the OSP kit is also unique with top line tune-in versioning being built into the package as opposed to versioned after delivery,” adds Simmonds.

The project was helmed by a core team of six people comprising the creative director, strategic director, design director, senior designer, animator and executive producer. Other members included 2D and 3D animators and producers. Neon TV assisted as the VFX provider for the post-production of the idents while music and sound designing was done by Boys of Toys Audio.
George Alexander and Stephen Simmonds have applied their creative liberty to Romedy Now

“We essentially wanted Romedy Now to have its own contemporary take on gloss and glamour, leading the field when it comes to sophisticated and innovative on-air design,” says Alexander, adding that the newbie is ready to experiment with new ways of delivering on-screen information.

While the channel with its distinctive yellow stands out from its sister channels with their generous splash of red, it remains to be seen whether it will connect with people the way it claims to…

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