ITV is to rename its online catch-up TV service ITV Player in a bid to create a brand that will be instantly recognisable to consumers accessing its programmes online on other video-on-demand services.
The decision follows ITV's first deal, with BT Vision, to make its catch-up programming available online through a third party.
ITV Player logo ITV Player: broadcaster aims to create a more recognisable brand
The new name and logo come 18 months after ITV spent £20m creating its online broadband TV service, which is currently branded as the Catch Up section of the ITV.com website.
"The new logo is part of our aim to create a recognisable and consistent brand for video-on-demand content across the web and TV," said the ITV director of online, Ben McOwen Wilson.
"It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best," McOwen Wilson added.
The rebrand will be promoted with a high-profile on-air campaign across ITV's channels launching on December 19.
ITV said that in branding and marketing communication around programming intended for consumption across the UK, as in the case of the BT Vision deal, the online TV player will be branded as "ITV Net Player" and referred to as the "ITV Network Player".
News of the rebrand comes two days after the Competition Commission said that Project Kangaroo, the broadband TV joint venture between ITV, BBC Worldwide and Channel 4, would reduce competition in the UK video-on-demand market.
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