ITV1 Reveals New On Screen Identity To Launch Next Week
ITV1 has today unveiled its new on-air identity which will launch next Monday as part of major overhaul designed to created a unified ITV1 brand.
The channel’s new-look, which is the most extensive in its history, includes over 100 new idents designed to reflect a more coherent ITV1 brand, a new portfolio of on-screen graphics and a modernised ITV1 logo. A series of new end-credit promotions have also been designed to encourage whole nights of viewing by alerting viewers to forthcoming programmes.
ITV has recruited a range of stars including Ant and Dec, Frank Skinner, Chris Tarrant and Davina McCall to appear in the new idents, which are intended to reflect the length and breadth of the channel’s programming.
The channel’s new identity has been the initiative of ITV’s commercial director Jim Hytner, who said: “In a world of over 200 channels, it is vital that we express our personality more intently than ever and present viewers with a single ITV1 brand. We’ve already started to inject a new personality and tone into our communications, using humour and spontaneity to engage viewers and show that we understand how they relate to the programmes they watch.”
He added: “The new idents reinforce this connection as they show some of our best-loved ITV1 talent, being themselves, off-duty, in a way that is instantly warm and engaging. The overall result is a channel that looks and feels not only more modern but also a special and more distinctive place for its viewers.”
The new identity has been created by Bruce Dunlop and Associates (BD&A) and ITV’s in-house Network Promotions Unit. BD&A were responsible for redesigning the on-air environment, while the Network Promotions Unit created the new idents.
According to ITV, the rebrand is intended to foster the principles of warmth and wit in its communication with viewers and is “integral” to the channel’s strategy for attracting mass audiences in a multi-channel environment.
Last month ITV, which has seen its audiences decline steadily over the last year (see IPA Trends In TV Report Reflects ITV’s World Cup Weakness), announced plans to invest £825 million in new programming next year in a bid to increase its audience share and secure lucrative advertising deals (see ITV To Put £825 Million Into New Shows Next Year).
ITV: 0207 843 8000 www.itv.com
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