World English Dictionary
ident (ˈaɪdɛnt)
a short visual image employed between television programmes that works as a logo to locate the viewer to the channel

Collins English Dictionary - Complete & Unabridged 10th Edition
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Main Entry:  ident
Part of Speech:  n
Definition:  short for identification, esp. in reference to its use on television channels between programs's 21st Century Lexicon
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