ITV Choice rebranded across Asia and the Middle East at 5pm Hong Kong time today. The new modern unifying brand identity aligns the channel more closely with its parent company ITV, who rebranded earlier this year, and is linked to the company’s overall Transformation Plan.

ITV rebranded in January this year across all five ITV channels in the UK, six ITV Studios production offices around the world, and ITV Studios distribution arm, ITV Studios Global Entertainment (ITVS GE).

The newly renamed ITV Choice strengthens the channels brand identity, and reflects its proposition as a premium broadcaster, offering first run drama and entertainment, fresh from UK schedules.

Alongside a new name, on-screen presentation and promotional junctions, including a set of brand new idents, the channel has a new ‘colour picking’ logo, that can adapt and blend to the tone and colour scheme of the programme.

The rebrand strives to build a deeper connection and brand empathy with its audiences. The channel will feature a broad range of idents, which capture moments from everyday life, featuring real people and real scenes. A preview of the new idents were published on Sunday evening (March 24) at

“We are delighted to roll-out our new look across Asia and the Middle East today” says Augustus Dulgaro, SVP, Asia Pacific.

“The rebrand aligns us with our UK parent brand, making us instantly recognisable internationally, providing a more contemporary look, which reflects our proposition and new approach to scheduling. Feedback from our affiliate partners has been very positive so far, we look forward to hearing the public reaction.”

Under the new strapline ‘Where Drama & Entertainment Live’, ITV Choice continues to enrich its schedule in 2013. Weekday prime-time is dedicated to award winning dramas, including ITV Studios’ Agatha Christie’s Poirot, Doc Martin and Midsomer Murders, whist weekends offer the best in entertainment, such as Dancing On Ice, Ant & Dec’s Saturday Night Takeaway and The Jonathan Ross Show, all fresh from UK broadcast.

The channel first launched in 2008 as Granada TV in the Middle East, later becoming ITV Granada in 2010. Its footprint has rapidly increased over the years, ITV Choice is currently available across over 40 countries in over 7 million homes.

About ITV Choice

ITV Choice shows a wide variety of award winning drama, light entertainment, cool comedy, and soaps. From leading producers in the UK and around the world in high definition, fresh from broasdcast. Available throughout Asia and the Middle East , reaching over 7 million households, in more than 40 countries. Where Drama and Entertainment Live.

ITV Choice is available in Hong Kong – nowTV 517, Singapore – StarHub 523, Malaysia – ASTRO 735, Malta – Go Cable 305 & Melita Cable 309, Maldives – MediaNet 527, Middle East – OSN 217, Mongolia – Sky C&C, Korea – CJ TVing, Indonesia –TelkomVision 503, Taiwan – Chung Hwa Telecom MOD TV 82, Cambodia – PPCTV 44, and Thailand – Banglamung TV 42 and MeTV TOT 943.

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By Expat