ITV to rebrand as ITV1

10th July 2001

ITV Network is to be rebranded as ITV1 later this year to reflect the extended family of brands created by the alignment with digital terrestrial platform ONdigital. ITV Chief Executive Stuart Prebble today announced the rebranding strategy, and confirmed that ONdigital will become ITV Digital on 11 July. ONnet, the internet on TV service, will become ITV Active from the same date.

As part of the new ITV strategy to create an integrated free-to-air, pay-TV and internet platform, will launch later this year, bringing together a range of programme related websites and online services.

Stuart Prebble said:

"The ITV brand already stands for unmissable television that connects the majority of people in this country. We are extending ITV's market leading values across a family of channels, a pay-TV platform and interactive and online services, creating a powerful new consumer proposition for the digital age.
"With the continued growth of multi-channel television, the time is right for the ITV brand to develop so that the full range of services we offer can be promoted under a consistent identity. In one simple step, the change to ITV1 for the Network will convey that ITV is now a family of brands."

Entertainment channel ITV2 sits alongside ITV1. ITV Sport Channel will launch on 11 August, bringing subscribers more English football that any other premium sports channel.

Rob Fyfe, ITV Digital Managing Director said:

"Our customers will benefit both from this new relationship with Britain's favourite television channel and from the launch of new services. ITV Digital will continue to offer outstanding customer service and value for money and will still be the simplest way to get digital TV.
"The new ITV Sport Channel will bring together UEFA Champions League football with the Nationwide League and Worthington Cup. This channel will be exceptionally attractive to sports fans."