Dismissed as “imperialistic”, the globe was abandoned four years ago and replaced by wheelchair-bound basketball players and other “multicultural” images on the short films that link programmes.

Yesterday, BBC One revealed its new channel “identity” in a £1.2 million rebranding campaign designed to strengthen its bond with viewers who can now choose from hundreds of competing channels.

The eight 30-second films, costing £150,000 each, feature surfers, stunt motorbike riders, kite fliers and hippos, whose activities converge in the shape of a spinning circle — or a globe, to older viewers.

Peter Fincham, Controller of BBC One, said: “We thought the circle had a resonance. We come together in circles to watch things so this feels like a symbol of togetherness.” The circle was also chosen because it “echoed” past BBC emblems, such as the globe and ticking clocks, Mr Fincham confirmed.

However, with the BBC implementing cuts and redundancies, Mr Fincham was challenged to explain why he was spending the equivalent of two hours of quality drama on four minutes of self-promotional imagery.

A further seven films, known as “idents”, will be produced, taking the total budget of the campaign to £2.25 million. The new campaign is more expensive than the dancers series, which cost £700,000 for six films. The glossy new films feature extensive use of computer-generated imagery and exotic locations. The surfers were filmed at Puerto Escondido in Mexico, with cameras mounted on jet skis.

Mr Fincham defended the choice of location. He said: “If you wanted to do something with a big wave you could go to Cornwall but you would be waiting a long time.”

Another film, known as Moon, was shot on the Kamenjak peninsula in northern Croatia and features a group of people in fishing boats piecing together a giant moon on the horizon. Mr Fincham said that Croatia had been chosen because it had very still water. He added: “It seems like they are exotic locations but anyone in the advertising business will tell you they are valuefor-money places to film.”

The campaign could infuriate viewers. Each film will be shown at least 4,000 times during its lifespan. The dancers, described yesterday as tired, have appeared on more than 43,000 occasions since 2002. The new films have been tested on focus groups and the BBC said that their expected longevity made them good value.

It is good news for the composer Imran Hanif, whose music ripples behind the films. As well as a flat fee he will receive royalties from the Performing Rights Society for each airing.

Last year the BBC spent £76.1 million on on-screen promotions, marketing, consumer research and publicity — more than the annual programming budget for Radio 4.

Critics believe that the BBC is spending too much buffing its image as it seeks an above-inflation increase, which could set the licence fee at £180.

Mr Fincham, a former comedy producer who brought Alan Partridge to the screen, said: “BBC One is about programmes but the identity is very important in a multichannel world. I hope that the circle films are warm, fun and magical — they tell the viewer that something remarkable is about to happen.”

Although a blind person appears in one film, there will be no repeat of the wheelchair dancers. Mr Fincham said diversity did not mean that everyone in Britain had to see themselves reflected in the films.

The spinning globe first appeared as the BBC’s on-air symbol in 1964. It underwent nine incarnations before being reborn in 1997 as a red and yellow hot air balloon, floating over the British countryside. The balloon was sent to a Bristol museum when the dancers took over the screen. The BBC said then that the globe no longer reflected the diversity of modern Britain and a more “energetic” image was required for the flagship BBC One.

The broadcasting unions condemned the expenditure and warned the BBC of possible industrial action over the loss of more than 100 jobs in its news division.

A BBC spokeswoman said that the cuts were part of a three-year savings programme involving 422 job losses that was announced last year.

A NEW SPIN ON AN OLD CONCEPT

‘The circle is a strong concept — it is immediately familiar with echoes of the old BBC globe. No other channel currently “owns” the circle. But the execution is disappointing. It feels very artificial and false, forcing hippos to form a circle. They should have kept it simple.’

Guy Wolstenholme, co-founder of the image consultants Moving Brands

‘The BBC has clearly been wounded by the reaction to the appalling dancers. The circle is some sort of allusion to the old potter’s wheel. It suggests getting back to where you started from, the slowly turning globe or a big fat zero. The films are pretty ingenious but wholly unnecessary.’

Stephen Bayley, design guru

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