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ITV have unveiled a new look for all its linear channels today ahead of the December launch of its new streaming service ITVX.

The new presentation package sees new channel logos, colours, fonts and templates. All channels retain their existing names and programming portfolio and target demographic

The most notable change is that ITV has become ITV1 (again). ITV1 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.

ITV1 is the home to the big entertainment shows, dramas and soaps. ITV2 continues to target younger viewers with big reality shows such as Love Island and next year's Big Brother revival. ITVBe target women with lifestyle programming and reality shows such as The Only Way Is Essex.

ITV3 will delve into the archives to show some of ITV's most popular dramas, as well as classic episodes of Emmerdale and Coronation Street. ITV4 continues to target male viewers with original series and live sport.

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 launches on Thursday 8th December 2022.


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