Confirming several weeks of speculation, Carlton and Granada have announced that ONdigital is to be shortly rebranded 'ITV Digital'.



The brand change will be a gradual one, with the hope that it will prove a more popular alternative to SkyDigital, owned by BSkyB.

Stuart Prebble, CEO of ONdigital, will be named CEO of the ITV Network later this week, and will oversee the changes.

His other tasks will include a revamp of secondary channel ITV2 and the launch of several new channels, the first of which being ITV Sport.

The move is expected to turn ONdigital around, following a new addition of just 50,000 customers in the first three months of this year.

The subscriber number for the company is just over 1 million, with a churn rate of around 20-25%. SkyDigital has 5.1 million subscribers.

A further announcement is expected tomorrow (Wednesday).