By Sarah Johnson, marketingmagazine.co.uk, 30 October 2009, 10:20am

ITV unveils design for virtual news studio

LONDON - ITV's latest 'News at Ten' virtual studio set has been designed on a 3D model, which will use the opening credits as a vehicle to take viewers along a computer-generated path showing the day's top stories.

The 3D environment aims to give better picture quality and engage the audience with clear and compelling news delivery.

Large virtual screens will show images as stories are read by the newsreader. Creative agency Bruce Dunlop & Associates (BDA) worked with ITN and ITV to create the new look.

The brief was to build on the distinctive qualities of ITV News and bring programmes closer to ITV1's on-air look and feel.

The iconic Big Ben image has been dropped from the opening credits as part of the redesign.