ITV2 has unveiled a new on-air look that positions it as a complementary alternative – or “flipside” – to sister channel ITV1.
The new look was unveiled at a briefing to advertisers and television buyers on the ITV network autumn schedule.
ITV2’s new look, created by Bruce Dunlop & Associates, draws on that of its sister channel, inverting ITV1’s blue and yellow signature colours into three yellow blocks and one blue.
The on-screen package includes a logo, idents, break bumpers, promotional graphics, the introduction of end credit promotions and announcements. It also includes five sub-brands to help viewers navigate through ITV2 programmes.
At the briefing on Monday (July 7), network programme director Nigel Pickard admitted that daytime and children’s TV output needed to be boosted, and that he was looking to introduce more factual programming as an alternative to drama on weekday evenings.
Zenith Optimedia head of TV buying Chris Hayward says: “The problem with daytime TV has been around for some time, but the fact they are giving it priority has to be a good sign to the buying fraternity.”
As BBC1 schedules programmes to compete with ITV1 drama series, Hayward is happy the network is using alternative programming to attract large audiences during peak-time viewing hours.