The Program Exchange: Difference between revisions

===Background===  

In 1979, DFS Program Exchange was formed and founded by Dancer Fitzgerald Sample, more commonly known as "DFS", which was a Madison Avenue-based advertising company. DFS was renamed "DFS-Dorland" in 1986, and in 1987, the company was acquired by "Saatchi & Saatchi", who took the "DFS-Dorland" out of the company's name (although "DFS" would continue to be listed in their logo until 1993). Ever since 1979, the Program Exchange has been a "barter company", trading shows with TV stations in "exchange" (pun intended) for the stations to run ads for DFS/Saatchi & Saatchi clients such as General Mills, allowing even low-budget stations to air them. In 2008, the Program Exchange was acquired by ZenithOptimedia, itself owned by the French media corporation Publicis Groupe S.A. In 2016, the company's website shut down, and it's presumed the company went defunct. The shutdown of the site coincided with Comcast's purchase of [[DreamWorks Animation]] (which included [[DreamWorks Classics]], a major client for TPE). Today, the rights to shows originally syndicated by TPE have since gone back to their original owners.

==DFS Program Exchange==

===Logo (1982-1986)===

'''Visuals:''' Against a black background, a {{color|silver}} outline of the italic lowercase letters "{{color|silver|'''''dfs'''''}}" inside a box streaks out toward the top center of the screen, increasing in brightness and then receding. As the tail end of the streak recedes, a graphic of the letters in white inside a {{color|deepskyblue|light blue}} box with a black border fades in on a {{color|skyblue|light}}-to-{{color|darkblue|dark blue}} gradient background with a pattern of {{color|darkblue|dark}}-to-{{color|skyblue|light blue}} dots. Afterwards, two white arrows with black outlines and off-center tails come from opposite sides of the screen. The arrow coming from the right reads "PROGRAM", points left, and has a tail shifted up; the arrow coming from the left reads "EXCHANGE", points right, and has a tail shifted down. The two arrows cross over each other and lock into position, as the DFS symbol shines.

==DFS-Dorland Program Exchange==

===Logo (1986-1987)===

'''Visuals:''' Against a {{color|blue}}/black gradient background, we see "{{color|silver|{{Font|Goudy Old Style|DFS-DORLAND}}}}" in a font resembling Goudy Old Style and in {{color|silver}}, with the "{{color|silver|{{Font|Goudy Old Style|D}}}}" linked to the "{{color|silver|{{Font|Goudy Old Style|O}}}}" and the "{{color|silver|{{Font|Goudy Old Style|L}}}}" linked to the "{{color|silver|{{Font|Goudy Old Style|A}}}}", zoom in from the bottom of the screen and position itself above the center of the screen in a "light trail" effect. Immediately afterwards, the word "{{color|dodgerblue|''{{Font|Impact|PROGRAM}}''}}" with a {{color|gold|yellow}} arrow below it and the word "{{color|dodgerblue|''{{Font|Impact|EXCHANGE}}''}}" with a {{color|gold|yellow}} arrow above it cross from opposite sides at the screen's bottom. Both words are in a {{color|dodgerblue|light blue}} italicized Impact font. The two arrows join with a diagonal line that forms between the words, and the finished arrow flashes briefly. A horizontal line draws itself underneath "{{color|silver|{{Font|Goudy Old Style|DFS-DORLAND}}}}" from left to right via a sparkle, and when it's finished, the words "{{color|silver|{{Font|Goudy Old Style|DFS-DORLAND}}}}" shine.

==The Program Exchange==

===1st Logo (1987-January 25, 2008)===

'''Visuals:''' Against a {{color|blue}}/black gradient background with little black scanlines, the word "{{color|dodgerblue|'''PROGRAM'''}}" comes in from the bottom right of the screen, "{{color|dodgerblue|'''EXCHANGE'''}}" comes in from the top left of the screen (both written in a {{color|dodgerblue|light blue}} segmented font), part of a {{color|silver}} left-facing arrow comes in from the top right of the screen, and part of a {{color|silver}} right-facing arrow comes in from the bottom left of the screen simultaneously. They all intersect until the {{color|silver}} arrows meet at the middle of the camera. The word "{{color|silver|THE}}" (in a smaller font, and situated on the side of the "{{color|dodgerblue|'''P'''}}" in "{{color|dodgerblue|'''PROGRAM'''}}") fades in along with the Saatchi & Saatchi byline underneath the lower arrow. Then, the logo shines.

'''Variants:'''

'''Audio:'''

'''Audio Variants:'''  

* In some cases, the 1987 logo has often been spotted with the 1993 music and vice versa.

'''Availability:'''  

===2nd Logo (January 26, 2008-2016?)===

'''Visuals:''' On a white background, a {{color|deepskyblue|blue}} ball with a white swoosh arrow (a la Nike) bounces on screen, then "{{color|deepskyblue|''The Program Exchange''}}" in a {{color|deepskyblue|light blue}} italic Myriad font zooms out into the center, along with a larger {{color|deepskyblue|blue}} swoosh arrow. As the ball bounces off, another white-swooshed {{color|deepskyblue|blue}} ball rolls in and jumps on the swoosh, and it spins to place itself next to "{{color|deepskyblue|''Exchange''}}", pointing to the top left of the screen. The italicized {{color|deepskyblue|light blue}} text "{{color|deepskyblue|ZenithOptimedia}}" fades in, and the ball rolls off the screen to the left.

'''Trivia:''' The swoosh arrow happens to be the logo for ZenithOptimedia.

'''Technique:''' 2D computer animation.