ITV2 to get new look

ITV is overhauling the appearance of ITV2, with a new logo and interstitials.

The revamp, on 20 August, will coincide with the channel's unveiling of its autumn schedule, with a celebrity talent campaign featuring Holly Willoughby, Jack Osbourne and Coleen McLoughlin.

An ITV spokesman said ITV2's viewers most closely associated the lime green colour of the channel's idents with the channel. "What works is the colour green, so we will be keeping that," she said.

ITV2's share of total TV viewing was 1.9% for June. In the week ending 13 July, ITV2 attracted a daily reach of 3.4 million, or 6.7%. ITV2's top rating programmes are currently films, America's Got Talent, Katie and Peter, and The Next Chapter,

Meanwhile, ITV is expected to change digital channels ITV3 and ITV4 to improve the differentiation between each of the brands. ITV3 and ITV4 are expected to get their new looks next year.

Rupert Howell, managing director, ITV brand and commercial, told Media Week last month there was "more potential" for changes to ITV3 and ITV4, as they were less well defined than ITV1 and ITV2.