ITV reveals programme line-up and rebranding

ITV this week revealed its programme plans for next year and the 1m new look for the channel, featuring a redesigned logo and the line: “TV From The Heart.”

Programme highlights include the premiere of the next James Bond movie – codenamed Bond 19 – part of a deal with MGM, which gives ITV the rights to all the Bond films; new drama projects, including an Alan Bleasdale adaptation of Oliver Twist; and new series for established ITV stars, such as John Thaw, Robson Green and David Jason.

The channel’s new logo, designed by English & Pockett, together with the symbol of the heart – seen as two laser lights – is part of an ITV revamp that attempts to achieve a “virtuous circle” between the reputation of the best programmes and the reputation of the channel.

John Hardie, ITV marketing and commercial director, says it aims to communicate ITV’s qualities: “It’s emotional and it doesn’t talk down to you.”

Hardie considered “The People’s Network”, “The Entertainment Channel”, “The Family Channel” and “Your Home Station” before deciding on “TV From The Heart”, a phrase dreamt up by ITV’s advertising agency, HHCL & Partners.

The new branding will first be aired on October 5, the first week that the poster campaign starts for the autumn schedule.

Dual channel branding featuring ITV and the regional brands, such as Carlton and Anglia, will appear from January.

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