ITV2 Launches New On-Air Look

ITV2 has launched a new on-air identity, which builds on the ITV1 logo and is designed to assist in the creation of a “new personality” for the station.

The new channel identity, is designed around the concept of “flip-side” and will promote ITV2 as the complimentary alternative to ITV1, with a more modern and youthful feel.

The re-branding campaign will include a new ITV2 logo, idents, break bumpers, promotional graphics, the introduction of end credit promotions and the creation of clearly defined sub-brands for all of ITV2’s programming.

Commenting on the initiative, Jim Hytner, marketing director of ITV, said: “ITV2 has really come of age over the past eighteen months and we wanted to consolidate this growth by creating a more coherent proposition. The channel has a broad remit but essentially it is a more youthful, modern alternative to ITV1.”

Euan Hudghton, marketing manager at ITV1 and ITV2, added: “This new proposition pitches ITV2 as the edgier, more spontaneous side to ITV, and positioning it as the “flipside” to ITV1 seemed to express this most succinctly. It will colour all elements of the channel, including scheduling, programming and billing, and will help define ITV2’s programme offering to both terrestrial and multichannel viewers.”

Recent figures from BARB revealed that six of the top ten most watched dramas this year were shown on ITV1 and produced by Granada (see ITV Beats BBC In Drama Battle).

ITV: 020 7843 8000 www.itv.com

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