From the Audiovisual Identity Database, the motion graphics museum


ATV was launched in 1964. The station was originally licensed to Austarama Television, owned by Reginald Ansett, a transport magnate who owned Ansett Airlines (now defunct). The station formed part of the 0-10 Network, along with TEN-10 and SAS-10. After obtaining majority ownership of TEN-10 in 1979, Rupert Murdoch obtained a significant stake in Ansett, Austarama's parent company. In 1980, ATV moved frequencies to channel 10, bringing the channel into line with TEN-10 and SAS-10 and making the beginning of the modern Network Ten.


1st ID (1960s)

Visuals: After a zoom towards a TV lens, a-la Revue Studios, the letters, A, T and V in a thick font zoom forwards. The screen then cuts to "ATV" sliding down into frame on a grey background, while Channel slides in from the right on a white strip and a large "0" and the word "Melbourne" pop into place.

Technique: Simple 1960s zoom effects and animation.

Audio: Three chimes (notes G, A, and C) and announcer saying "ATV Channel 0 (pronouncing the 0 as "oh")"

Availability: Made its debut at the end of ATV's launch broadcast. Recordings of the event have resurfaced in many years on YouTube, along with this ident.

2nd ID (1977)

Visuals: Unknown.

Technique: Scanimate effects.

Audio: A disco tune. Towards the end, voices can be heard singing "Darlin', I like it".



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