ITV4 unveils on-screen look

by Kevin May, Media Week 26-Oct-05, 15:47

ITV has unveiled the idents and other on-screen branding for its new channel ITV4, which is aired for the first time on 1 November.

The artwork has been completed by the recently privatised BBC Broadcast team and includes logos and marketing material for the new channel.

The channel will be available on the Freeview network and other digital, cable and satellite platforms and is expected to focus on male-oriented programming.

The line-up includes a reworked version of hit US drama Kojak, Uefa Champions League coverage, live boxing and movies such as Carlito's Way.

Clare Salmon, ITV's director of marketing and commercial strategy said: "I am really excited about the launch of ITV4. It aims to build a relationship with an audience who have historically had little relationship with ITV and who are relatively discerning consumers of TV as a whole.

"The channel proposition acknowledges this paradox and a single-minded creative thought derived from our viewer insight work runs through all the branding and promotional work for the channel.

"We hope people will see this as a fresh approach from ITV –prompting re appraisal of the ITV portfolio as a whole."

ENDS