Credit Where Credit Is Due (A New ArtForm)

TV’s opening credits are changing. “The old style, called “turn and look,” centered on the show’s stars looking into the camera as their names scrolled underneath. The new openings are sophisticated mini-movies, complete with their own scores, celebrating ideas, metaphors, symbols, even poetry as the credits roll. It’s a trend, television executives say, that’s being driven by the increasing use of digital technology and a desire to spotlight a show’s concept and brand rather than individual actors.”

Source: Baltimore Sun (LAT) - 12/26/04