ITV online TV service rebranded as ITV Player

ITV Player

The aim is to create a brand that's "instantly recognisable to consumers accessing its programmes either online or via other video-on-demand services," says ITV director of online, Ben McOwen Wilson.

ITV recently clinched a deal to make its catch-up TV service available through BT Vision.

The company has spent £20m on its broadband TV service over the last 18 months. Its latest move comes in the same week that the Competition Commission criticised Project Kangaroo, the proposed joint venture between ITV, BBC Worldwide and Channel 4 to provide video-on-demand services, for being anti-competitive.