ITV2 is holding a pitch to appoint its first ad agency.
The move comes as the digital TV channel repositions itself with a broader range of programmes than the repeats of terrestrial ITV that have so far made up its viewing.
HHCL & Partners handles advertising for the ITV network, but it is not known whether it will pitch for the ITV2 account.
ITV2 commercial director Andrew Chowns says: “‘The best of ITV and more’ is the message that we are putting out to advertisers.”
The strategy is two-fold. ITV2 is extending programming already found on ITV, with spin-offs such as Popstars Extra and first showings of programmes such as Coronation Street when ITV broadcasts Champions League Football.
The channel is also creating its own programming and has embarked on a series of acquisitions from Universal, Carsey Werner and Comedy Central. Among the purchased titles is the offbeat cult drama Northern Exposure, unseen in the UK for several years, sci-fi series The Incredible Hulk and the comedy series Townies.
A generic campaign for ITV2, fronted by Jerry Springer, broke last summer, but it has since concentrated on promoting programmes on ITV with trailers produced in house.
ITV2 is available on ONdigital and on analogue and cable through Telewest Communications and NTL.