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Reflecting the new channel proposition – 'true-to-life' – the strategy encourages viewers to re-appraise the Discovery Channel by bringing them a 'moment' in time. Like a moving photograph or portrait of a scene, the action moves naturally in and out of frame. The camera is kept locked-off within the 'moment', giving the idents a unique look and feel, distinct from programme or commercial material. They allow the viewer to add their own narrative or interpretation of events as they unfold. Each ident challenges perception, questions and offers an interesting take on the subject matter. A total of 30 spots were produced, reflecting multi-national scope, a balance of emotions, tonality and subject matter.