ITV rebrands online VoD service as ITV Player

ITV is set to rebrand its online catch-up TV service ITV Player to make it an instantly recognisable VoD brand.

The broadcaster’s new name and logo come 18 months after ITV created its online broadband TV service, which currently comes under the ‘Catch Up’ section of the ITV.com website.

ITV’s decision to rebrand the service also follows on from its recent deal with BT Vision, which will see its catch-up content available online through a third party.

Ben McOwen Wilson, director of online at ITV, said: “The new logo is part of our aim to create a recognisable and consistent brand for video-on-demand content across the web and TV.

“It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best,” he added.

ITV plans to promote the rebrand with an on-air campaign across its channels from December 19.

News of the ITV Player rebrand comes just two days after the Competition Commission ruled that Project Kangaroo, the proposed online VoD venture between ITV, BBC Worldwide and Channel 4, would “restrict competition” in the UK (see Competition Commission: Kangaroo “will restrict competition”).

This week’s Inside Line asks: “Is the Competition Commission right to impose restrictions upon Project Kangaroo?” (see The Inside Line: Project Kangaroo’s competition issues).

ITV: 020 7843 8000 www.itv.com