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Read this: ITV1 Plan Number-Dropping Rebrand

Summary: In one of the more unusual forms of network rebranding, free-to-air channel ITV1 are planning to drop the number 1 from their title and reverting back to ITV,seeing the upcoming change as a way to freshen up their on-screen presence. An insider for the network claims that the substantiallydifferent on-screen presence will help to engage viewers, and said in corporate-speak of how the changes will benefit the audience These changes are not just a paint job. This is a big undertaking and will have a sense of scale. - link

ITV1 Plan Number-Dropping Rebrand …

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