Station identification (ident, network ID, channel ID or bumper) is the practice of radio and television stations and networks identifying themselves on-air, typically by means of a call sign or brand name (sometimes known, particularly in the United States, as a "sounder", "stinger" or "sting", more generally as a station or network ID). This may be to satisfy requirements of licensing authorities, a form of branding, or a combination of both. As such, it is closely related to production logos, used in television and cinema alike.

Station identification used to be done regularly by an announcer at the halfway point during the presentation of a television program, or in between programs.

In Southeast Asia, idents are known as a montage in Thailand and the Malay world (except Indonesia, known as station ID, terminology shared with the Philippines), and as an interlude in Cambodia and Vietnam.

Television channels owned by Media Nusantara Citra (RCTI since 2016, both MNCTV and GTV since 2012 as well as iNews since 2018 except by its regional branches), by Trans Media (both Trans TV and Trans7 since 2016), and ANTV (since 2015) no longer air station identifications, although several channels such as MDTV, BTV, CNN Indonesia, Trans TV, and Trans7 are still airing idents irregularly.

Station identifications differ in the Philippines, and as each of the Manila-based stations are de facto national networks, are equivalent to what would usually be considered image campaigns elsewhere. Usually timed to the four seasons, tag-init (summer season), tag-ulan (rainy season), tagtuyo (dry season) and Christmas, the stations create elaborate campaigns revolving around the time of year, the channel's slogan, and unlike most image campaigns, can range from as short as ten seconds to an entire half-hour length program resembling a music video and highlighting various programs, divisions, and network personalities within a common narrative.

Broadcast stations in Europe do not identify by a callsign (with the digital age, most networks share one or two metropolitan transmitting facilities within a certain region, making identification of the actual transmitter superfluous), however most networks use a brand based on their common channel number. A form of station identification clip is played between programmes, traditionally incorporating the channel's logo, and accompanied by a continuity announcer that introduces the next programme (and promotes other programmes). These identifiers evolved from mainly being mechanical models (such as the BBC globe), to becoming more advanced through the evolution of CGI during the 1980s. From the 1960s to the 1990s, most broadcasters only used a single identifier, sometimes using special variations for holidays and special events. In the present day, most broadcasters use a set of multiple identifiers built around a particular theme or branding element, often based on the channel's current overall look.

Prior to 1988, the two existing channels in the Netherlands, Nederland 1 and Nederland 2, used only the idents of the broadcasters airing on them. With the creation of Nederland 3, all three channels started using their own idents.

A well-known example of idents in Europe are those featuring the masked troubadour played by British actor Joplin Sibtain, which were broadcast on the Swiss TV channel TSI in the 1990s.