ITV rebrands portfolio for multichannel era

New logo as used for ITV1

ITV has unveiled new channel identities for its growing digital portfolio. The broadcaster said the redesign was intended to make its channel's "easily identifiable in the crowded multichannel landscape".

ITV1's blue and yellow livery is replaced by a new gold logo. Under the redesign each channel will have a different personality, reflecting its programming and target audience.

"The execution of this concept in this contemporary and forward-looking style aims to keep the ITV brand powerful and relevant for our viewers in today and tomorrow's digital world," said ITV.

Supported by M&C Saatchi and by WPP's MindShare, the rebranding was created and produced by Red Bee Media (formerly BBC Broadcast).

ITV marketing director Clare Salmon said: "The new branding is the first tangible evidence of the way in which we are now putting viewer insight at the heart of our thinking. We aim to move perception of ITV from terrestrial broadcaster to content brand, making it fully fit for a multichannel, multi-platform world."

Unveiling the new brands, which go on air next week, ITV director of television Simon Shaps said while there was growing interest in video-on-demand, the majority of viewers consumed television in the traditional way.

Meanwhile, interactive entertainment specialist Optimistic has been commissioned by ITV to produce a new series of live interactive game shows. Launching on ITV2 this week, the games—starting with a live participation show Play Sudoku—will be shown seven days a week at 1am until mid-March.

A pioneer of participation TV—which generates revenues from premium rate telephone calls and SMS text messages via on-screen quizzes—Optimistic piloted Celebrity Sudoku on its wholly-owned interactive channel (Sky 217).

ITV is developing a new brand for its participation TV offering: ITV Play. ITV Consumer's commercial development director, Jane Marshall, said: "Optimistic shares our commitment to making entertaining and high quality participation formats for our mass market ITV audiences.

"These shows will further develop our understanding of the commercial opportunities presented by quality 'participation TV' formats as well as begin to broaden their appeal to our mass-market audiences."

David Brook, CEO of Aim-listed Optimistic, said: "Our first ITV commission is an important landmark for Optimistic, as we continue to grow our production business and build on our success in interactive entertainment."

Lovelace Consulting  |  10.01.2006

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