23/10/2002

UTV opt out of ITV1 re-branding

UTV, along with SMG-owned Scottish and Grampian Television, have reportedly declined to adopt a new 'unified' branding due to come in across the ITV1 network next week.

ITV claim the re-brand is "integral" to the channel’s strategy for attracting mass audiences and believe the re-brand will create a "more modern and coherent channel identity".

UTV, Scottish and Grampian, however, believe that their own brands are stronger than that of ITV1, and will maintain their own identities for the foreseeable future.

An ITV spokesperson denied rumours of a rift, saying: "The regions are taking the new identities in as far as the graphics and celebrity idents, but what has emerged is that the nation's need to be different from the regions. Research has shown it is very important to keep some sort of national identity."

Last month, UTV announced fairly positive returns, noting a £7 million hike in profits for the period ending June 30 – thanks in part to a 0.3% television advertising increase to £19.1 million.

Commenting on the results, Managing Director John McCann said the company's TV revenues "continued to outperform the ITV network and our increase compares favourably to an estimated downturn of 5.6% in total ITV advertising".

(GB)

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