Yet denumerating their flagship channel is just one of a series of changes that bosses are planning for ITV. It’s understood that their trademark shade of yellow will also be binned along with the ‘1’ and a new set of idents (nice little VTs which come between the adverts and the programmes) introduced.
An insider told Broadcast that this project “is a big undertaking and will have a sense of scale. It’s aimed at ensuring viewers attribute our content to the ITV brand.”
The insider also indicated that ITV2, ITV3 and ITV4 will also be given a shake-up, or a “substantially different” on-screen presence as the source phrased it – yet they will all be keeping their names.
Group marketing and research director at ITV, Rufus Radcliffe – who previously achieved great success at Channel 4 launching E4 and More4 and creating the famous ‘floating C4 logo’ – will be responsible for the revamp, which is due next January.