ITV to use its stars in new on-air idents

ITV is planning a rebrand with on air idents featuring its key talent like Ant and Dec and Davina McCall. The current segments featuring a heart will go and be replaced by clips of the channel's strongest assets shown in make-up or the dressing room. Channel 4 have based station campaigns around its key talent, and ITV, suffering financially and in the ratings just now, hope they can match the success of the rival network's marketing. Jim Hytner, ITV's commercial and marketing director, told Media Guardian: "This is the most extensive rebrand ever undertaken by ITV and creates a new feel for the channel. As we face greater competition, it's vital that we express the channel's personality more intently than ever, and what better way to do that than through our talent. The new idents show some of the biggest names in television being themselves, off-screen, in a way that viewers will find instantly warm and engaging." Comedian Harry Hill, Millionaire host Chris Tarrant, actor Martin Kemp, and football presenter Gabby Logan are also thought to be among the ident stars.