ITV1 Re-brands With New Unified Identity

ITV1 is to be re-branded with a new unified identity in the most extensive overhaul of the channel to date.

From October, ITV1 will take on a new-look designed to reflect a more “modern and coherent” brand. A range of stars including Ant and Dec, Frank Skinner, Chris Tarrant and Davina McCall have been lined up to star in a series of new ITV1 idents, intended to reflect the length and breadth of the channel’s programming.

The network is hoping that the new idents will enable each of ITV regions to adopt a unified ITV1 brand, whilst still allowing for on-air regional distinction around local news and regional programmes.

Commenting on the new-look, ITV’s commercial and marketing director, Jim Hytner, said: “This is the most extensive re-brand ever undertaken by ITV and creates a new feel for the channel. As we face greater competition, it’s vital that we express the channel’s personality more intently than ever, and what better way to do that than through our talent. The new idents show some of the biggest names in television being themselves, off-screen, in a way that viewers will find instantly warm and engaging.”

Other elements of the re-brand include new break bumpers, the introduction of break flashes and an up-dated 3D version of the ITV1 logo. The channel also plans to introduce new end-credit ads designed to promote whole nights of viewing.

Earlier this week ITV, which has seen its audience share fall steadily over the last year (see Billetts’ Outlook For The UK Television Sector), took the “unusual step” of asking the BBC to reorganise its schedules to prevent a clash between two of this autumn’s biggest dramas (see ITV Asks BBC To Avoid Autumn Drama Clash).

ITV: 020 7843 8000 www.itv.com

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