To make our content shine, and to make viewers see it and choose it, we need good images and effective pitch texts. This article provides you with tips, specifications, and guidelines for delivering images and text.
We require three types of images:
1) Key art
2) Background images
3) Episode images
1) Key art
Key art are the images that correspond to movie posters or DVD covers. Key art images are used on the NRK TV front page, but they also pop up in searches, category listings, and series listings, as well as on third party platforms. A universal search on an Apple unit will produce the key art images. Key art images may be for entire series, seasons of series or stand-alone programmes.
2) Background images
Background images should be of high photographic quality and convey a wider sense (complimentary to key art) of what kind of series this is. The composition should be stable, and the focal point should be on the right to allow for overlaying text on the left side.
3) Episode images
Episode images are to have no text or logo. Avoid spoilers. Episode images are navigation elements, intended to help viewers quickly locate the right episode. Episode images should reflect episode titles.
|Key art, landscape||16:9||3840 × 2160px||PSD and JPG||Logo / title treatment (TT) in separate layer. Individual key art image for each (series) season.|
|Høyde key art||2:3||1280 × 1920px||PSD and JPG||Logo / title treatment (TT) in separate layer.|
|Stemningsbilde||16:9||1920 × 1080px||JPG||Individual background image for each (series) season. See background image guidelines.|
|Story key art||9:16||3840 × 2160px||JPG||For Facebook / Instagram promotion. Logo / title treatment (TT) in separate layer.|
Utvidet leveranse for serier med flere episoder
|Episode image, NO logo/TT||16:9||1920 × 1080px||JPG||Avoid spoilers.|
|Episode image WITH logo/TT in separate layer*||16:9||1920 × 1080px||PSD and JPG||Avoid spoilers.|
|Episode background image||16:9||1920 × 1080px||JPG||See background image guidelines.|
- Questions regarding images in NRK TV: email@example.com and firstname.lastname@example.org (NRK TV Image desk)
We require 3 types of pitch text
1) Series description
2) Episode description / programme pitch
3) Episode titles
The series description should pitch your series to viewers in one or two sentences, describing the contents optimally. Maximum 150 characters (including spaces). Currently the series description covers all seasons of an entire series in NRK TV. We are working to change that, but for now we need to keep the series description on a level that will cover all seasons.
Example of a fiction series description:
Norway is occupied by Nazi Germany. 11 soldiers risk their lives in possibly the most important raid on Norwegian soil. Norwegian drama series.
Example of a documentary series description:
What happens when you call the ambulance? We follow the crews who take care of those who are having their worst day ever. Norwegian documentary series.
A brief description of each episode – or of the programme, if it is stand-alone.
In a continuous narrative series, these descriptions function as a navigation aid to give the viewer a feel for the episode content – without spoiling.
For stand-alones, this should be a brief, good and catchy content description.
Maximum 150 characters (including spaces).
Any programme or series divided into episodes requires brief episode titles.
No matter how or from which direction viewers arrive at our content, we know that key art and pitch texts are invaluable opportunities for catching their eye and piquing their interest, even if they have come looking for something else. Both images and text must work on tiny mobile screens as well as home cinema size TVs.
Watch the series or programme. Keep in mind that you will be conveying its content, through text and images, to someone who is unfamiliar with it. Describe it as if you were telling a friend about it. Be specific, use emotive language, and consider the gist of the story when formulating a good description.
- Gist of the story: Finance. Money. Dark. Shocking.
- Situated: Oslo financial community.
- Example description: They have money, careers, families. They have everything – but they are bored. Dark, shocking drama series set in Oslo’s finance community.
Is there a clear hierarchy of emotions? First, the immediate emotional punctum/reaction, then the deepening understanding through fleshing out of context.
Example from “Exit”:
Immediate reaction: Disgust with people who (seem to) have everything yet choose an immoral life.
✅ The image above communicates the feelings of the characters “imprisoned” by the title letters. They are affluent, but they come across as angry, sad, or crazy.
Utvidet forståelse: Interest in the persons beneath the surface. Human lives.
✅ The image above also hints at a woman in a suppressive relationship.
Further reading on emotions: https://en.wikipedia.org/wiki/Robert_Plutchik
Do your graphics (typography, colours, images) effectively convey the narrative and situation you defined?
Example from “Exit”
Gist of the story: Finance. Money. Dark. Shocking.
Situated: Oslos finansverden
✅ penger: mennesker i dress
✅ mørk og sjokkerende: utrykket i ansiktet til flere av personene
✅ situasjon: skandinaviske mennesker. rosa: finansfargen
Could other devices accentuate the gist of the story even more, particularly the “shocking” aspect? Would other images help clarify where the series is situated (Oslo), like a picture from the Oslo skyline behind the people trapped in the lettering?
Example from “Exit”
❌ Portrait and landscape key art are too dissimilar.
The one has the series titles as its most prominent hierarchical feature; the other has the pink colour.
❌ The colours are too dissimilar.
The front-page background colour (generated from the portrait format image) will be different from the background colour of the series main page, potentially creating confusion as to whether this is the same series.
How about using a stronger pink, establishing identity more clearly (like in the portrait format series key art image)?
This key art is clearly identifiable in both formats, and the generated background colour contributes to identifying the series.
The series intro logo must be used in key art to establish a cognitive connection across promotion on third party sites, NRK’s own promotion, and the content itself.
❌ Exit: The intro logo is different from the one used in key art.
✅ Vikingane: A good example – the series intro logo is recognizable in the key art, although in a different form.
NRK TV still images are most often displayed in thumbnail size. More than 50 % of our users view the site on a mobile phone, and even large screen users will be viewing the images as smaller “thumbnails” while browsing. Simple, clear imagery is therefore necessary to come across clearly in reduced size. Avoid putting too many elements and details into the images.
❌ In thumbnail size, the logo and text in this portrait format image will be rendered illegible.
How does the combination of NRK TV site layout design, background image and colours work? Front page, series page, episode images.
✅ The background image conveys a sense of the genre, as well as divulging more about the series.
✅ Contrast to the key art images is good.
✅ The background image colour scheme is a good match with the background colour (automatically generated by averaging the key art image colour values*)
✅ No text or logos in the episode images. Also, episode images do not contain spoilers, but function well as a navigational element, reminding the viewer of the main episode theme.
* You can try the background colour generator here:
PS: The “medium” colour is used for backgrounds.