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An eyecatch (アイキャッチ) is a scene or illustration used to begin and end a commercial break in a Japanese TV program, especially in anime and tokusatsu shows, similar to how "bumpers" into/out of commercial breaks are used in the United States.
Unlike in American programs, in which bumps are typically supplied by the network (when they have them at all,) eyecatches are almost always produced by the production company and considered a part of the program itself, rather than a segue into a commercial break. They are typically 2-5 seconds long. Eyecatches for children's programs are often longer and more elaborate, while eyecatches for programming for adults may consist of nothing more than the program's logo against a black background.
Most programs use the same eyecatch in each episode, but a few change them every week, or rotate a stable of repeating eyecatches. An example of the latter phenomenon can be found in the original Japanese version of One Piece; the eyecatches for that program consist of a series of Wanted posters, each depicting one of the show's central characters (who are all pirates and therefore wanted criminals.) The character who appears on the poster is usually determined by which character was being focused on immediately before the commercial break.
Oftentimes, especially in programs aimed at children, the eyecatch has a secondary purpose: marketing. The most famous eyecatch to American viewers is probably Pokemon's "Who's that Pokemon?" segment. The segment challenges viewers to identify one of the series' 300+ fictional creatures, which is obscured in silhouette. After the commercial break, the answer is revealed. The purpose of the eyecatch is to help children learn to identify the characters and thus increase brand awareness. Likewise, there is a recent trend among mahou shojo anime in Japan of using the eyecatches to show the heroine having fun with some gadget or toy. The item featured is then made into merchandise and sold. Thus, the eyecatch both creates a product and provides it with free advertising.
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