ITV's Catch Up rebranded ITV Player

ITV has renamed its video-on-demand offering, Catch Up, as ITV Player.

The player allows customers to watch a selection of ITV shows online for 30 days after their initial broadcast.

Ben McOwen Wilson, director of online at ITV, said the new branding was part of ITV’s aim to create a recognisable and consistent brand for video-on-demand content across the web and TV.

McOwen Wilson said the rebrand was part of ITV’s overall ambition to make its content widely available for audiences through whichever platform suits them.

The re-brand will be promoted through an on-air campaign using a new logo from December 19.

ITV said the player will be branded ITV Net Player and referred to as the ITV Network Player in branding and communication around programming intended for consumption across the UK.

Yesterday, BSkyB launched a new paid-for service, Sky Player TV that enables subscribers to watch live Sky TV and Sky video-on-demand online without the need for an existing TV-based package.

On Wednesday (3 December) the Competition Commission provisionally concluded that Kangaroo, the project to show BBC, ITV and Channel 4 content via a single online player, "will restrict competition in the supply of VOD services in the UK".

Media agencies told Media Week the commission’s fsuggested remedies could mean lower advertising rates, although there are fears some could also dilute the strength of its proposition.

Source: BrandRepublic