ITV’s new digital channels boss Angela Jain is to be handed a £6m war chest to dramatically improve branding and programming.
Chief executive Adam Crozier plans to use around a quarter of its £25m investment fund for online and digital this year, to help give the multichannel stations, including ITV2, ITV3 and ITV4, a “cleaner, crisper identity”.
The cash boost will also feed into the programming budget, giving Jain more room to commission tailored content.
Crozier said: “It’s about clearer positioning, branding and improving the programming, so it is more appropriate for the branding of each channel.”
He said the digital portfolio, which also includes CITV, had made “fantastic progress”. ITV3’s share of viewing and commercial impact grew by 24% in 2010, while ITV2’s and ITV4’s increased by 3% and 17% respectively. But Crozier insisted that “more can be done in shaping them up and getting them right”.
http://www.broadcastnow.co.uk/news/b...024449.article
more rebrands
