Rebranded ITV Choice Goes Live in Asia & the Middle East


HONG KONG: The rebrand from ITV Granada to ITV Choice has gone live across Asia and the Middle East.

The new unifying identity aligns the channel more closely with its ITV parent company, which rebranded earlier this year. The newly renamed ITV Choice offers first-run drama and entertainment. Along with the new name, the channel gets a new on-screen presentation and promotion junctions. This includes new brand idents as well as a new color picking logo that can adapt and blend to the tone and color scheme of the program. Its new tagline is: Where drama & entertainment live.

"We are delignted to rollout our new look across Asia and the Middle East today," said Augustus Dulgaro, the company’s senior VP for the Asia Pacific.

“The rebrand aligns us with our U.K. parent brand, making us instantly recognizable internationally, providing a more contemporary look, which reflects our proposition and new approach to scheduling. Feedback from our affiliate partners has been very positive so far, we look forward to hearing the public reaction.”