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Last Updated: Monday, 16 January 2006, 13:52 GMT
ITV introduces quirky new idents
new ITV1 ident
A couple hug a tree to symbolise ITV1's "emotional moment"
Television network ITV has introduced a series of quirky "idents" to reflect the diversity of its four channels.

ITV1 is represented by a couple hugging a tree, symbolising an "emotional moment", while roller-skating women promote the "fun excess" of ITV2.

The on-screen "idents", short clips that run between shows, are part of a 7m new look for the channels.

Director of marketing Clare Salmon said it would help make ITV "fully fit for a multichannel, multi-platform world".

Storytelling is emphasised in its promotion of ITV3 while ITV4, aims to attract young male viewers with idents suggesting that appearances can be deceptive.

Designers consulted 6,000 viewers and staff in creating the new promotions.

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