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Monday, 2 July, 2001, 14:01 GMT 15:01 UK
ITV to relaunch as ITV1
itv logo
Television channel ITV is set to change its name to ITV1 as part of a re-branding operation by the broadcaster.

The change in name, the first for the network in almost half a century, comes as the company expands its range of channels.

The company has already announced that digital platform ONdigital is to be re-launched as ITV digital, following disappointing subscription figures for the service.

ITV chief executive Stuart Prebble said: "The ITV brand already stands for unmissable television that connects the majority of people in this country.

Brands

"We are extending ITV's market-leading values across a family of channels, a pay-TV platform and interactive and online services, creating a powerful new consumer proposition for the digital age."

Mr Prebble said the name change would convey to viewers that ITV is now a family of brands.

A new ITV Sport Channel, launching on 11 August, will show UEFA Champions League football as well as Nationwide League and Worthington Cup matches.

ONdigital will be renamed 11 July.

Rob Fyfe, ITV Digital managing director, said: "Our customers will benefit both from this new relationship with Britain's favourite television channel and from the launch of new services."

Last month media analysts predicted that ITV was heading for its worst slump in advertising revenues since the company started broadcasting.

The BBC is also planning to rebrand its digital channels BBC Choice and BBC Knowledge as BBC Three and BBC Four but is waiting on approval from the Department for Culture, Media and Sport.

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