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All ITV linear channels are set to have a branding refresh later this month ahead of the launch of ITVX, with all channels getting an updated logo as well as presentation package.

The channel refresh, expected later this month, will see new typefaces, altered logos, new channel idents and colouring. Below are the new channel logos, provided to TV Zone courtesy of Clean Feed.

The most notable change, as exclusively revealed by TV Zone and Clean Feed last month, is that ITV (the linear TV channel) will be rebranded back to ITV1.

ITV 1 became simply ITV in 2013 as part of a wider refresh aimed at unifying the channels. ITV are now returning to the '1' branding to differentiate the linear channel from ITV plc, as well as the upcoming ITVX streaming service.

ITVX will become the UK’s first integrated advertising and subscription funded (AVOD/SVOD) platform. It will allow viewers to choose whether to watch content for free in an advertising funded tier or trade up to a subscription service which provides all that content ad-free.

In a step change to its traditional approach ITV will now adopt a digital first windowing strategy - premiering much of its new content first on ITVX and subsequently months later on ITV linear channels.

As well as being able to live stream ITV linear channels, ITVX will have an ever-changing host of exclusive themed channels, data driven to align with viewer preferences and popularity.

These constantly evolving pop-up channels will give a scheduled experience through a streaming service, with viewers able to choose where in the schedule they join. ITVX is to launch in November 2022.

TV Zone has approached ITV for comment. ITV have not confirmed a launch date for ITVX or the presentation refresh.


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