ITV3 Unveils On-Air Branding Ahead Of Launch

ITV3, the new digital channel for older, upmarket viewers, has today unveiled its on-screen branding ahead of its planned launch next week.

The channel has developed ID’s, promotional packaging and junction elements to reflect the ‘quality and diversity’ of the programming line-up, which will include a mix of Hollywood movies and classic dramas such as Cold Feet and Inspector Morse.

In order to reflect this as clearly as possible the channel will use airtime for promotional purposes instead of branding. For example, a range of break bumpers will remind viewers to tune in to ITV3 for Inspector Morse on Monday nights.

ITV’s third mainstream channel will be broadcast on Freeview and cable. The network’s director of programmes, Nigel Pickard, claims the channel will be the home of classic drama and movies, with a line-up of programmes designed to appeal to a wide-ranging audience aged 35 and over.

A spokesperson for ITV said: “The ITV3 branding clearly identifies the quality the channel offers and focuses on making every second of airtime work hard to provide viewers with useful information. ITV1 and ITV2 will also be refreshing their on-air look and there will be standardised cross-promotions across all three channels.”

ITV1 and ITV2 will drop their celebrity idents on 1 November to make way for a much stronger focus on the ‘digital family’ of channels. The new idents will show previews of new shows coming up on the main terrestrial channel, as well as focusing attention on ITV2 and ITV3. They will also carry more cross-promotional information in an attempt to stop viewing from changing channels (see ITV To Drop Celebrity Idents As Part Of Rebrand).

ITV: 020 7843 8000 www.itv.com

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