ITV is renaming its online catch up service as 'ITV Player'.

ITV playerAccording to the TV company, the new name for ITV Catch Up will "create a recognisable brand". ITV Player also benefits from a new logo and will be heavily promoted through an on-air campaign.

"The new logo is part of our aim to create a recognisable and consistent brand for video on demand content across the web and TV. It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best," said Ben McOwen Wilson, director of online, at ITV.

ITV has also announced that it is making its content, including available to users of the BT TV on demand service, BT Vision.

In November ITV merged its broadcasting and online divisions and has been forced to extend the deadline by which online must achieve annual revenues of £150 million. ITV announced in August a 28 per cent drop in profits and is currently under-going a cost saving drive led by chairman Michael Grade.

Related articles:

ITV merges online and broadcast services

Richard Cross, Group Technology Director at ITV in the CIO 100