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ITV unveils edgy branding and idents for ITV4

LONDON – ITV has unveiled the branding and idents for its soon-to-be-launched male-skewed channel ITV4, aiming to change viewers' perception of the network.

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Each ident starts with a picturesque image, then two sides of the screen merge together to reveal an unexpected perspective. For example, a cloudy blue skyline merges to form an image of a human face.

BBC Broadcast, now rebranded as Red Bee Media, developed six similar idents with a brief "collision of opposites" with the aim of "altering the opinion of male viewers about ITV".

The ITV4 logo is defaced for some of the idents with the geometric layout mirrored or skewed to give the brand a modern feel.

ITV's marketing team completed a segmentation study to understand the target audience and define the ITV4 brand.

In addition, ITV has created idents for some of its flagship shows. US drama 'Kojak' is advertised with the phrase "Mothersucker" with a lollipop instead of the "O".

Clare Salmon, ITV's director of marketing and commercial strategy, said: "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. We hope people will see this as a fresh approach from ITV -- prompting re-appraisal of the ITV portfolio as a whole."

The channel launches on Tuesday November 1 and its programme line-up includes the hotly anticipated remake of 'Kojak', live Uefa Champions League matches and cult films such as 'Carlito's Way' and 'The Fast and the Furious'.

The news comes as Sky customers have been told they will not be able to watch ITV4 until November 7, despite the fact that NTL and Freeview viewers will be able to tune in for the opening week.

The satellite company has blamed administrative issues, but to many the news will come as little surprise, given that Sky is set to launch its own free-to-view channel, Sky Three, the day before ITV4 goes live.

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