ITV has given its catch up tv service a makeover and name change after 18 months online.

The new service will be known as ITV Net Player and lets viewers watch ITV shows via the internet for 30 days after broadcast on standard TV. ITV commented that in branding and marketing communication around programming intended for the UK, the player will be branded as “ITV Net Player” and referred to as the “ITV Network Player”.

Ben McOwen Wilson, the director of online at ITV, said, “The new logo is part of our aim to create a recognizable and consistent brand for video on demand content across the web and TV. It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best.”

The change in image is thought to have come about as ITV take the online TV market more seriously having seen the runaway success of its rival the BBC iPlayer. The iPlayer began broadcasting BBC One and BBC Two live on its online TV player.

Visit the new ITV website

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