Confusing UTV/ITV 1 channel branding should end

It really is time for ITV to take a proper look at the remnants of UTV channel branding.

It’s now three years since network trails and continuity were introduced – a pandemic measure which became permanent.

Then last November ITV 1 branding was introduced on local trails as part of a national revamp. Or at least ITV 1 visual branding was introduced. The voice-overs still refer to local programmes as being “on UTV”.

It goes against one of the most basic rules of branding and marketing – take one brand name and go big with it.

This last remnant of UTV as a channel name is confusing and needs to be put to rest.

Does anyone at ITV honestly think there will be protests? I tend to think this is down to lethargy, undue caution or indifference rather than a positive decision to hold on to the name.

The same goes for the channel name on the EPG. It should be updated to ITV 1 or ITV 1 – UTV.

Otherwise it’s simply confusing and contradictory. Sky and Freesat viewers do not, by the way, receive UTV + 1 but get ITV 1 + 1 after a round of rationalisation. Again this adds to the unnecessary branding confusion.

I’m totally relaxed about holding on to the UTV name within programmes under the ITV and ITV 1 masterbrands. It’s no more foolish than holding on to the legacies of Meridian and Granada.

I’m still sure explicit ITV News branding to match other regions is only a matter of time. Similarly a UTV hallmark on other local programmes is no bad thing.

But the name of the channel itself is now very clearly ITV 1.

The two legacies of UTV channel branding need to be quietly ditched.

And will anyone who isn’t a Pres fan notice?

Memo to ITV – take the plunge and do it!

Acknowledgements