ITV is renaming its on-demand service, currently known as Catch Up, as ITV Player from December 19. The revamp will include a new logo and a support campaign to promote the changes.
The rebrand comes just weeks after ITV.com signed a deal with BT to offer the service on BT Vision, the video-on-demand platform.
Ben McOwen Wilson, director of online at ITV, says that the rebrand follows the “massive growth” in on-demand content across ITV’s online sites in 2008. It has seen plays-per-month increase by 3352% since its launch.
The broadcaster is keen to develop a consistent brand that consumers recognise and associate with its content as it becomes available on a variety of platforms.
ITV player can be accessed from the ITV.com homepage and allows users to access a selection of ITV shows from the last 30 days, including popular ITV soaps such as Coronation Street and Emmerdale.