ITV has rebranded Granada America and its US production division will adopt the ‘ITV Studios’ moniker, effective immediately. The process of rebranding ITV’s production outposts in Australia and Germany is now underway and they will become ‘ITV Studios, Australia’ and ‘ITV Studios, Germany’ as soon as the legal and technical procedures have been worked through.
Technically ITV’s US arm, which was formed in 2004, will be ITV Studios, Inc., but it will be commonly referred to as ITV Studios America. The first show to carry the new branding will be ITV’s US version of reality series I’m A Celebrity… Get Me Out Of Here!, which will appear on US network NBC.
ITV Global Content managing director Lee Bartlett said: “Changing our name in the US to ITV Studios is part of our branding strategy for ITV Global Content. The name better demonstrates the size, scale and ambition of ITV Studios and the success of the US operation is hugely important to us.”
The UK was the first ITV production arm to rebrand with ITV Productions becoming ITV Studios. Some shows, including Come Dine With Me, still carry the pre-ITV productions branding of Granada, but going forward ITV Studios will be the brand for ITV-produced shows.