The fourth tuner button on many television sets in the 1970s was labelled ITV2. This was tuned to Channel 4 (which was in essence the ITV2 at the time) when it launched in 1982.
ITV2 as an actual channel was born on Monday 7th December 1998 and this was what we saw:
Countdown1998
Well if you're going to launch a new channel, you've got to have a countdown haven't you?!
ITV2 Launch1998 The countdown continued voiced by a number of celebrities from 10 to zero and then into the launch programme, which was produced by LWT, hosted by Gabby Yorath & Vinnie Jones and featured Billie Piper's "It Takes Two Baby" over the opening sequence.
ITV2 started with in-vision continuity. A unusual decision really in view of the fact that it had been abandoned by most of the ITV companies some years earlier, as it was considered old fashioned.
Unfortunately it was short lived and dropped by ITV2 within the year.
First In-Vision announcement1998 The launch programme has ended and it's time for 3 of the team of 5 in-vision announcers to introduce themselves. Seem like a nice bunch!
ITV2 Continuity1998
After the first commercial break we get to meet the other 2 and after their introduction we get to see out first ident!
ITV2 Continuity1998
Another in-vision announcement here followed by another ident, transmitted in the wrong format.
ITV2 Start-Up1998
Initially ITV2 didn't broadcast during the day during the week so a start-up sequence was needed. Not as grand as the old ITV regional start-ups but a start-up nonetheless!
2001 - 2003
This new look was first introduced on 19th November 2001
2003 - 2006
On 14th July 2003 this look created by Bruce Dunlop & Associates (BD&A) was introduced for ITV2. All of the 9 idents can be seen below. In a press realease, Jim Hytner, ITV's Marketing and Commercial Director, who commissioned the re-branding exercise said:
'ITV2 has really come of age over the past eighteen months and we wanted to consolidate this growth by creating a more coherent proposition. The channel has a broad remit but essentially it is a more youthful, modern alternative to ITV1. Bruce Dunlop & Associates design brings this distinction cleverly to life, whilst still firmly tying it into ITV1's look.'
Euan Hudghton, ITV1 & ITV2 Marketing Manager said: 'This new proposition pitches ITV2 as the edgier, more spontaneous side to ITV, and positioning it as the 'flipside' to ITV1 seemed to express this most succinctly. It will colour all elements of the channel, including scheduling, programming and billing, and will help define ITV2's programme offering to both terrestrial and multichannel viewers.
'End credit promotions and announcements have worked really well in how effectively we use ITV1's airtime, and their introduction on ITV2 will allow us to breed audience familiarity with the schedule, and keep them on the channel once we've got them there.'
Matt Piper, Designer, Bruce Dunlop & Associates, said:
'Our new design work on ITV2 has created a more focused look for the channel, creating a brand that does justice to its strong position in the market. We set out to show that there is a whole other side to ITV and in doing so strengthen both ITV1 and ITV2. Our idea to 'flip' the three blue blocks and one yellow block of ITV1 to the opposite ratio for ITV2 was the natural visual realisation of this. This allowed us to have fun with the channel and at the same time create a distinctive, uncompromising attitude and look.'
January 2006
ITV's new corporate look for all channels and news was unveiled on 16th January 2006. This is the look for ITV2.
