ITV is renaming its online catch up service as 'ITV Player'.

ITV playerAccording to the TV company, the new name for ITV Catch Up will "create a recognisable brand". ITV Player also benefits from a new logo and will be heavily promoted through an on-air campaign.

"The new logo is part of our aim to create a recognisable and consistent brand for video on demand content across the web and TV. It is part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best," said Ben McOwen Wilson, director of online, at ITV.

See also: BBC iPlayer review

ITV has also announced that it is making its content, including 'X Factor' and 'I'm A Celebrity...Get Me Out Of Here' available to users of BT's TV on demand service, BT Vision.

See also: BBC, C4 & ITV on-demand service hangs in balance

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