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ITV (CORPORATE BRANDING) : 1968-1974
Graphics and text © Dan Evans

ITV 1968

The Government had lifted most of the ownership restrictions regarding multiple ITV licences following the franchise rounds of 1964. Mergers and takeovers began, and by the end of 1967 there were just five companies running ITV. These were: ATV (London weekends, Midlands weekdays, Westward), BET (Rediffusion, ABC, Southern, TWW, Anglia and Border), Granada (Granada, Tyne Tees,) STV Group (Scottish and Grampian) Ulster TV and Channel. The ITV Network Centre in London decided that ITV lacked a strong corporate image, and decided to make radical changes to presentation. As a result, programme frontcaps and in-vision continuity were to be scrapped, replaced with dual-branded regional idents in a uniform style, showing the new ITV logo beneath the company symbol. The new idents were adopted by all the Granada and BET regions with the exception of Anglia, who continued to use the Knight as its ident. This corporate look became known as the "ribbons" look, and was introduced to the network in August 1968 in place of the now-abandoned franchise changes.

ITV 1968

ATV opted out of the ITV Ribbons, using instead its zoom for all its regions. Westward's Golden Hind was sunk, and the station was now known as "ATV Westward".

ITV 1969

With the launch of ITV2 and the introduction of colour in Novenber 1969, ITV was renamed ITV1, and this was reflected in the colour version of the Ribbons idents. This is the ident for ABC.

ITV 1969

Border's version...

ITV 1969

Granada...

ITV 1969

...and Southern. Anglia still refused to use the Ribbon look. In 1970, Granada was taken over by BET. As a result of this, the Monopolies and Mergers Commision forced BET to sell TWW to ATV.

ITV 1969

Granada's endcap following its aquisition by BET. All BET stations used endcaps in this style, with the company logo in red, and the BET Rediffusion font for the lettering.

ITV 1969

Rediffusion's endcap.

ITV 1969

Tyne Tees continued to use its 1960s logo, albeit coloured red.

ITV 1971

ATV's colour ITV1 zoom, used for all its regions bar TWW, which it aquired in 1971. The Westward name was now history, and there was much concern about ATV's lack of regional commitment. Following criticism in the press, ATV decided to keep the TWW name and logo. TWW continued to use its version of the Ribbon ident.

ITV 1971

The ITV1 generic clock. This was used by all regions that had opted into the Ribbon look.

ITV 1971

A "coming next" slide from 1971.

ITV 1972

At the end of October 1972, ITV Network Centre unveiled a further re-brand of ITV1. There was to be one national ident throughout the network, with local versions only appearing before regional opt-outs. This re-brand was adopted by both ATV and BET. This change spelled the end of several station names: Rediffusion, TWW, Granada and ABC were replaced with ITV1 London, ITV1 Cymru Wales, and ITV1 North, and regional names were confined to the on-screen clock. STV Group, Ulster and Channel remained outside this scheme. This corporate look lasted until 1981.

ITV 1972

Anglia's ITV1 clock.

ITV 1972

The new look for TWW. TWW News still existed and was now an ATV Production for ITV1 Cymru Wales.

ITV 1972

The clock as seen in the Midlands during the week. At the weekends ABC was now known as ITV1 Central and carried the national clock.

ITV 1972

The generic on-screen clock used by ABC Midlands and other regions for networked continuity.

ITV 1974

In 1973, BET acquired Channel TV before merging with ATV. The resulting conglomerate was known as ITV Ltd. Due to concerns about programme quality, the government passed a Bill forcing ITV Ltd to relinquish part of its control to the State. ITV was effectively nationalised, but was still allowed to be funded through advertising. The general public were reassured that the licence fee was to be unaffected, and there were speculations in the press about a possible merger with the BBC. That rumour was quashed when the Minister for Culture issued a statement saying that ITV's autonomy would be preserved. The formation of ITV Ltd led to a new look on-screen from January 1974. The logo was simplified, and rotated during announcements, much in the way of the BBC Globe. This ident became known as the "roto" and was a mechanical model with the colour electronically added. It would remain with ITV well into the 1980s.

ITV 1974

A regional roto from the former Granada/ABC region...

ITV 1974

...and a roto from the former ATV region. ATV's other areas now had their original names restored. Programme endcaps had been abolished with the re-brand, as there was now only one production company. Copyright details were included at the end of the closing credits.

ITV 1974

The roto for ITV2. Regional variations existed for this but they were rarely used.

ITV 1974

The ITV1 on-screen clock.

LAST UPDATE: 13th January 2003

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