UTV opt out of ITV1 re-branding

UTV, along with SMG-owned Scottish Television and Grampian Television, have declined to adopt a new 'unified' branding due to come in to place across the ITV1 network on Monday October 28.
ITV claim the re-brand is "integral to the channel’s strategy for attracting mass audiences in a multi-channel environment." ITV also maintain "the re-brand will create a more modern and coherent channel identity and fosters the principals of warmth and wit in its communication with viewers."
However, Northern Ireland based UTV, and both Scottish and Grampian believe that their brands are stronger than that of ITV1 in their own regions, and will maintain their own identities for the foreseeable future.
An ITV spokesperson denied rumours of a rift, and attempted to gloss over what is widely believed to be an embarrassment for Carlton and Granada, owners of all but one of the regional stations adopting the brand.
The spokesperson said: "The regions are taking the new identities in as far as the graphics and celebrity idents, but what has emerged is that the nations need to be different from the regions. Research has shown it is very important to keep some sort of national identity."
ITV1's new on-screen look was the initiative of Marketing and Commercial Director Jim Hytner, and was created by Bruce Dunlop and Associates (BD&A) along with ITV’s in-house Network Promotions Unit (NPU).
BD&A were responsible for redesigning the on-air environment while the Network Promotions Unit created a series of new channel idents featuring ITV1 talent.
(GB)