As exclusively revealed on Clean Feed and the Pres Café forum yesterday, ITV will be introducing new on-screen presentation across its portfolio of broadcast channels on 3rd November.The changes were announced in a presentation to staff yesterday.As part of the changes, ITV marketing chiefs have opted to reintroduce ITV 1 branding for the main TV channel.ITV1 branding was first used in August 2001 and was dropped in January 2013 because ITV chiefs decided they wanted to align the name of the company with its main TV channel.In 2022, ITV feels that having the masterbrand (main ITV logo) also used as the logo of the main TV channel has kept ITV feeling like a linear-only offering.Marketing heads believe that navigation is less clear when “ITV” is both a channel and a masterbrand. For example, when “ITV” appears on a programme trail endboard – is this the channel ITV telling me to watch this show or is it the brand ITV endorsing the drama.Masterbrand initiatives such as ITV Britain Get Talking are mistakenly associated with ITV the channel. Is this ITV telling me there’s something to watch on the ITV channel or is this ITV telling me this is something it stands for?It was also felt that some of the colour changes applied to the masterbrand since it was introduced in 2013 caused further confusion, in terms of the distinction between it and the logo of the main TV channel.ITV1 branding will more clearly distinguish the main broadcast channel from the ITV masterbrand.
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