Entertainment Led!
Some idents are generally just made for full entertainment purposes.
ITV:
ITV are a commercial channel therefore their ethos tends to lean towards entertainment we can see this being replicated in their tv idents where we can see their pug being washed in the kitchen sink with no voice over was generally served just for entertainment. With this I feel that ITV's approach is generally that who doesn't like cute dogs, also fitting with their target audiences who would generally own a pug or a dog alike who would be sitting on their laps watching the show to come with them.
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