Usain Bolt stars in Channel 4 ident

Olympic 100m champion and world record holder Usain Bolt has become the first person to star in Channel 4's distinctive on-screen idents. The sprinter is featured in clip striking his famous "lightning bolt" pose after winning a race and, as the camera slowly pans out, his outstretched arm appears to form part of the Channel 4 logo. Channel 4 usually uses clever post-production techniques and camera angles to create its logo from buildings or scenery, rather than people. "This is the first 4 ident to star a human being, and who better to choose than the fastest guy on the planet?" said the Channel 4 network creative director, Tom Tagholm. "It's a great coup for the Channel and 4Creative, and a huge privilege to work with a true sporting legend." The ident trails the channel's exclusive coverage of the IAAF World Athletics Championships, which are being held in Daegu, South Korea, from 27 August to 4 September. It will debut on Monday night and will air on rotation in the runup to the start of the coverage. Last September the broadcaster pulled off something of a coup by winning the TV rights for the next two World Athletics Championships from the BBC, which has aired the event for the past 27 years. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication". • To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook