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PICTURED: UTV ident.

ITV branding creeping in on UTV

Posted on 14th December 2018
By Andrew Nairn
Last updated on 3rd July 2023
Filed under Opinion

This year all the programmes which don’t have a regular sponsor are being supported by Dreams Beds. The announcement is simple: “Dreams Beds sponsors Christmas on ITV.”

PICTURED: the Dreams Christmas sponsorship sting, as seen on UTV.

In one way this is no surprise. All the new sponsorship bumpers in recent months with ITV references have not been rebranded on UTV.

But this one is extremely high-profile and appears to explicitly refer to the channel as “ITV”.  Other sponsorship bumpers such as those for the ITV National Weather or ITV Movies may sound like a reference to the programme itself.

In terms of the impending channel refresh, It’s important not to read too much into the sponsorship bumper branding or make presumptions. But UTV viewers will certainly feel they are part of the ITV network this Christmas. If they hear the ITV name in trails and continuity shortly, it will not be such a shock.

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FEATURE IMAGE:

PICTURED: UTV ident. COPYRIGHT: ITV plc.

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Tags: ITV, ITV plc, On-Screen Presentation, UTV

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