ITV has confirmed that its main channel will rebrand back to ITV1 later this year in order to distinguish it from the overall ITV brand.
The move comes as the broadcaster gears up to launch major new streaming service ITVX ahead of the World Cup next month and will see the return of the ITV1 brand after nine years.
A spokeswoman confirmed to Broadcast: "ITV will be bringing in some refreshed channel branding later this quarter and more details will be confirmed in due course.
"As ITV moves towards a future where both broadcast and streaming will be crucial parts of how viewers engage with us, we want to more clearly distinguish between our main broadcast channel and our master brand.
"Therefore, as part of a refresh of all our channels this autumn, our main channel will become ITV1."
Digital sister channels ITV2, ITV3, ITV4, ITVBe and CITV are expected to retain their current brand identities when ITV1 is reintroduced.
Follow us on X/Twitter and like us on Facebook for the latest entertainment news alerts.
Media Mole Low-Price Offer: Get Sky Entertainment, Sky Stream & Netflix for just £19 a month + £0 upfront fee for 18 months!
Prices may change during this period. Ends 23rd May 2024
