broadcasting, a commercial bumper, ident bumper or break bumper (often shortened to bump) is a brief announcement, usually two to 15 seconds, placed between a pause in the program and its commercial break (and also the other way around). The host, the program announcer, or a continuity announcerstates the title (if any) of the presentation, the name of the program, and the broadcast or cable network, though not necessarily in that order. Bumper music, often a recurring signature or theme musicsegment, is nearly always featured. Bumpers can vary from simple text to short films.
Most network television shows in the U.S. no longer use commercial bumpers, but they are a common feature of
radio. In radio, they are often used during sports broadcasts to ease the transition from play by playto commercial break, and to return to live action, many times using very obscure musical selections of the board operator's choosing. In the late 1970s and early 1980s, in accordance with then-current FCC regulations that required distinction between programs and commercials, most children's programming bumpers would include the phrase "We'll be [right] back after these messages," except for the bump before the final commercial break, which would usually say, "And now, these messages." They (or variations of these) are still used on network Saturday morning children's programming, as well as on major network shows (as opposed to those that air on Fox and The CW) that air Sunday nights at 7:00 PM/6:00 PM Central time that are not news or information programs. Fact|date=August 2008
United Kingdom, a break-bumper is a brief appearance of a logo before, after or in-between commercial breaks. The logo is almost always that of the television channelthat you are watching and/or of the program title. Since the introduction of program sponsorship in the UK it has become common practice for channels to use brief sponsor's promotions in place of bumpers.
Break-bumpers can either be animated or static, and rarely appear for more than two seconds. They are sometimes branded to advertise a special programme or event that will be broadcast on that channel. Examples of this are sports matches, the
BRIT Awardsand "Big Brother".
Eyecatchare bumpers used in Japanese anime.
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