Granada Media and Carlton Communications, joint-owners of ONdigital, are considering rebranding the platform ITV Digital.

Rob Fyfe, ONdigital CEO, told the European media and entertainment summit: "We have a number of restrictions in terms of how ONdigital can be promoted by ITV programmes, so when they promote specific content they cannot refer to ONdigital.

"We are looking at ways to overcome these constraints so that we draw people to free-to-air and pay-TV content. Rebranding is one of a range of options."

"We are at the stage where 95% of the active population have heard of our brand and in retail stores we are achieving about 50% of pay-TV sales. There are clear negatives to moving on," he added.