The channel image for CCTV9 in 2013 is to be perceived as being relevant and relatable. ‘Moment in time’ is the concept that JL DESIGN came up with, focusing on experiences that are intimate and personal, and looking at events from time’s perspective. The stories in the 4 idents are seen to be unfolding in an exhibition space or museum, creating moving sculptures from time trails. The stories of the different characters are further explored in the image spot to show the documentation of self (martial arts expert), parent-child bonding (father and daughter), partnership (dancers) and romantic relationship (couple).