Asian satellite and cable channel ITV Granada is rebranding as ITV Choice.
The ITV Studios Global Entertainment-owned channel’s new look is part of a company-wide rebrand announced in January and will include a new logo (pictured) and refreshed on-air idents that will begin airing on March 25.
“Changing the channel’s name to ITV Choice and aligning our brand with our parent company is truly reflective of the channel’s proposition, as the heart of popular British culture away from home,” said Augustus Dulgaro, ITV Studios’ senior VP for Asia Pacific, in a statement. “We anticipate that our new look will not only engage with our audiences, but also inspire and excite.”
Founded in 2008, the channel launched as Granada TV in the Middle East and rebranded as ITV Granada in 2010. It has since expanded to more than 40 countries and reaches seven million homes.