Hong Kong – ITV Granada, part of ITV Studios Global Entertainment, has announced a forthcoming rebrand, as part of ITV’s company wide rebrand which was unveiled in January this year. The new look will be revealed for the first time during primetime on March 25, before Four Weddings Australia.

The channel rebrand includes a change of name, from ITV Granada to ITV Choice, a new logo, and refreshed on-air idents. The upcoming changes will align the channel more closely with the new ITV brand globally, as well as reflect the channel’s proposition as a premium broadcaster, offering first run drama and entertainment, fresh from UK schedules.  

Augustus Dulgaro, SVP Asia Pacific, says, “Changing the channel’s name to ITV Choice and aligning our brand with our parent company is truly reflective of the channel’s proposition, as the heart of popular British culture away from home. We anticipate that our new look will not only engage with our audiences, but also inspire and excite.”

The channel first launched in 2008 as Granada TV in the Middle East, later becoming ITV Granada in 2010. Its footprint has rapidly increased over the years, with the soon-to-be-renamed ITV Choice currently available across over 40 countries in over 7 million homes.

The channel continues to enrich its schedule in 2013, with prime-time award winning dramas, including ITV Studios’ Agatha Christie’s Poirot, Endeavour, Lewis and Midsomer Murders, as well as hit entertainment series including Dancing On Ice, Ant & Dec’s Saturday Night Takeaway and The Jonathan Ross Show.