ITV1 to be rebranded as ITV

I know STV have a full ad break, whilst London Tonight cut from their studio to the National, or if they're using a OB as a closing shot, they'll go to the ITN endcap and then to the National.

99% of time because of the football as there are less ad-breaks during the evening because of the game. There are times when they do this and there is no football, and I put this down to showing a TV Movie (Poirot, Lewis etc)

My Mum has finally won the battle of whether its ITV or ITV1... DAMMIT!!

Well it seems to have already changed to ITV, they are using the 'Drama lives on ITV' as idents.

I wondered what was going on at first. Thought it was the start of another promo. Quite liked it though, nice to see them trying something new.

Makes for a terrible ident don't you think ?

I doubt they are going to make it a full time ident. Just trying something new using it to promote a big new drama on the channel.

Any caps/video?

You've seen the sting that plays before any new drama promo right? Well it was just an extended version of that. Nothing new you would see in caps.

Oh dear, shame as that's one of the few sub-par ideas they've come up with recently. I'm picturing T W O-esque, any sort of soundtrack to salvage it?

I prefer it to the normal idents, frankly. Bland and boring, maybe, but at least it stands out a bit.

I guess we'll probably see them begin referring to themselves more as "ITV" in the months ahead and play down the ITV1 branding to an extent.