ITV is rebranding main channel following ITVX launch

ITV is rebranding its main channel as ITV1 after the launch of ITVX.

The broadcaster has confirmed plans to introduce "a refresh of all our channels this autumn" following the upcoming arrival of its new streaming platform.

In a statement to RadioTimes.com, the network said: "ITV will be bringing in some refreshed channel branding later this quarter and more details will be confirmed in due course.

"As ITV moves towards a future where both broadcast and streaming will be crucial parts of how viewers engage with us, we want to more clearly distinguish between our main broadcast channel and our masterbrand.

"And therefore, as part of a refresh of all our channels this Autumn, our main channel will become ITV1."

The change will mark a return to the ITV1 name for the main channel, which carried the same branding from 2001 until 2013.

Meanwhile, it's said the plans are meant to reflect ITV's focus on streaming alongside its linear television output.

ITVX was announced earlier this year as a free streaming service with new series coming every week, including 'Spy Among Friends' and an "ever-changing library of blockbuster movies".

Back in March, ITV's chief executive Carolyn McCall said: "The digital acceleration we are announcing today builds on everything we have achieved in phase one of our More Than TV strategy.

"ITVX will be a free service supported by adverts, with a compelling subscription proposition.

"This is fantastic for viewers - it will provide a simplified and seamless experience with thousands of hours of free content made up of both library and original exclusive content.

"The subscription tier will provide a premium offering and includes all of the content ad-free as well as BritBox and future SVOD content partners.

“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences."