ITV Studios Global Entertainment’s ITV Granada has been rebranded ITV Choice.
The international general entertainment channel launched in 2008 under the Granada TV moniker, before being rebadged as ITV Granada in 2010. It will be known as ITV Choice from March 25.
The latest change comes on the heels of ITV’s company-wide rebrand, unveiled in January.
The channel rebrand includes a new logo, on-air idents.
Augustus Dulgaro, ITVS GE’s senior VP Asia Pacific, said; “Changing the channel’s name to ITV Choice and aligning our brand with our parent company is truly reflective of the channel’s proposition, as the heart of popular British culture away from home.”
The channel is distributed throughout Asia and the Middle East and is in 40 countries in all.