The imminent advent of ITV Digital – formerly ONdigital, the struggling digital platform co-owned by ITV’s largest shareholders Granada Media and Carlton Communications – has been signalled by the rebranding of the network’s primary channel as ITV1, effective July 11.

Exactly one month later, a new sports channel ITV Sport will be launched, airing the UEFA Champions League soccer alongside the indigenous Nationwide League.

Hypes ITV chief executive Stuart Prebble: “The ITV brand already stands for unmissable television that connects the majority of people in this country. We are extending ITV's market-leading values across a family of channels, a pay-TV platform and interactive and online services, creating a powerful new consumer proposition for the digital age.”

News source: BBC Online Business News (UK)