ITV to rebrand its main service to ITV1

ITV is set to rebrand its main channel to ITV1, along with a complete image refresh.

Previously, ITV was known as ITV1 before it dropped ‘1’ from its flagship service. Now, ahead of its new plans, the broadcaster will introduce its new ITV1 branding later this year. The change will come to coincide with the launch of streaming platform, ITVX, which replaces ITV Hub.

A spokeswoman confirmed to Broadcast, “ITV will be bringing in some refreshed channel branding later this quarter and more details will be confirmed in due course.

“As ITV moves towards a future where both broadcast and streaming will be crucial parts of how viewers engage with us, we want to more clearly distinguish between our main broadcast channel and our master brand.

“Therefore, as part of a refresh of all our channels this autumn, our main channel will become ITV1.”