TV broadcasters are to unveil an umbrella brand for digital terrestrial television (DTT), using a logo and the collective name “The Digital Network”.
The use of a single name and logo in advertising and communications to support the launch of DTT, planned for November, has been agreed by a group of broadcasters.
These are the BBC, ITV, Channel 4 and Channel 5, together with digital TV group SDN, which includes United News & Media, Welsh public broadcaster S4C and cable company NTL, and British Digital Broadcasting, the joint venture between Carlton and Granada.
The aim is to avoid using the technical term “digital terrestrial TV” which they fear may confuse consumers.
The single name and logo – a rectangle containing small coloured squares – will also act as an umbrella brand for all the broadcasters, whether free-to-air or subscription, which will use the digital terrestrial platform, as opposed to digital cable or digital satellite.
Existing logos for channels such as the BBC will appear underneath the words The Digital Network.
The new name and logo will be unveiled at the Electrical Retailing Show in Birmingham on March 28.
British Digital Broadcasting, which appointed Marc Sands from Granada UK Broadcasting as its new head of brands marketing last week (MW March 19), has yet to unveil its new name and logo.