ITV prepares a revamped on-air design

ITV could bring back idents as part of an overhaul of its on-air look.

ITV could bring back idents as part of an overhaul of its on-air look.

It is working with BBC Broadcast and M&C Saatchi to develop a new on-air look that will work across ITV, ITV2, ITV3 and the soon-to-launch ITV4. ITV insiders denied that the channel names would change, but the blue and yellow on-air colour scheme could disappear.

Earlier this year the broadcaster axed idents featuring stars such as Ant & Dec to deliver a cleaner on-air look.

ITV also decided to focus on driving audiences between programmes and channels by using trailers and “now, then and later” side bars.

ITV marketing director Clare Salmon says: “We are reviewing our brand architecture and there may be some changes on screen in 2006.” More details of the new look are likely to emerge in autumn, when ITV is expected to embark on a major push to attract audiences across its portfolio.

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