Q: Why the rebrand?

A: The aim of the ITV rebrand was to strengthen relationships with our viewers in 42 markets in Asia and the Middle East. The channels have been running for a few years now and since 2010 we’ve been building a pretty strong audience and we are expecting that the rebrand from Granada to Choice will help us build even stronger relationships with our fans and audiences, and ultimately to introduce the channel to new audiences as well. We’re planning quite a few specific marketing campaigns across the markets and working with our partners in each territory. Ultimately, we want to spread the message of ITV Choice.

Q: How will the global rollout of this rebrand be?

A: The rebrand has already occurred in the UK and will be a rolling rebrand within the UK, and then branching out to Asia, Middle East and internationally. We rebranded our international channel on the 25th of March to drive greater brand clarity across the whole business from the UK to the international arms as well.

Q: Describe the on-air look.

A: we want to make sure that the whole company has a unified look. We want it to be clean, bold, and confident. We want to have colour in the logo. We don’t want that new brand to be one dimensional and the intention is that we unify ourselves with the UK as a company in general. The on-air look is clean, bold, and confident with the use of the (overlapping) colours to avoid appearing as onedimensional.

We invoked this colour picking technique that enables us to use the brand flexibly across different content. Along with that we also have a number of great idents that portray everyday life. These were actually developed in house by ITV Creative with help from external specialists as well.

Q: How has content evolved with the rebrand?

A: In the works are a mixture of premium drama titles, shiny-floor entertainment, lifestyle and factual, to name some. As part of the rebrand, we’re ensuring that we’re re-focusing on our key ITV programme brands; key titles like Lewis, Endeavour, Poirot, Dancing on Ice, and I’m a Celebrity, Get Me Out of Here!

Q: How do you work with operators to announce the rebrand? Via on-ground events or soft-launches etc?