[Scarlett.]

ITV is changing the name of its on demand player to ITV Player.

The move is part of the broadcaster’s aim to create a recognisable brand as their content becomes available on other platforms and coincides with a recent deal with BT to show ITV content on their video-on-demand (VOD) service BT Vision.

The re-brand, which will be promoted with a high profile on-air campaign from 19th December, will see a *new logo for the on demand service.

The video-on-demand section of ITV.com, formally know as Catch Up, allows users to view a selection of the best ITV shows for 30 days and has seen a rapid rise in users, with the average number of plays per month increasing by 3354% since it launched.

Ben McOwen Wilson, Director of Online at ITV, said: “The new logo is part of our aim to create a recognisable and consistent brand for video on demand content across the web and TV.

“It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best.

“With the massive growth of on-demand content across our online sites during 2008 it is more important than ever to create a brand that consumers recognise and associate with our content on which ever platform they are enjoying it.”

ITV’s recent agreement with BT brings ITV’s most popular and best loved programmes to BT Vision’s TV Replay service. BT Vision customers are able to catch up on episodes of their favourite ITV titles close to broadcast, including two of the nation’s favourite soaps, Coronation Street and Emmerdale, alongside the smash hits X Factor and I’m A Celebrity…Get Me Out Of Here! as well as enjoy a range of library content on demand, including ITV hits Lewis, Prime Suspect and Hell’s Kitchen, alongside selections from the An Audience With series.


*In branding and communication around programming intended for consumption across the entire UK, as in the case of BT Vision, the player will be branded as “ITV Net Player” and referred to as the “ITV Network Player”.