Posted: Mon., Jul. 2, 2001, 4:18pm PT

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ITV makes bid for bigger branding

U.K.'s biggest commercial web alters name to ITV1

LONDON -- ITV will be renamed ITV1 later this year as part of the network's larger rebranding strategy.

The U.K.'s biggest commercial web is trying to reposition itself as a multichannel player.

ONdigital, the pay platform co-owned by ITV companies Carlton Communications and Granada Media, will become ITV Digital on July 11; ONnet, the accompanying TV Internet service, will become ITV Active.

The ITV Sport Channel, intended to provide greater competition to satcaster BSkyB's sports services, is skedded for launch Aug. 11.

"With the continued growth of multichannel television, the time is right for the ITV brand to develop so that the full range of services we offer can be promoted under a consistent identity," said ITV chief exec Stuart Prebble. "In one simple step, the change to ITV1 for the network will convey that ITV is now a family of brands."

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