ITV is to drop its heart idents in favour of short ads featuring its biggest stars, according to the Media Guardian.

The Channel 4-style idents will capture stars such as Ant and Dec, Trevor McDonald, Chris Tarrant and Davina McCall "off duty," relaxing between takes or having their make-up done.

The rebrand will roll out in October, creating a single ITV brand. Regional companies will retain individual identity only around local news and factual programming.

ITV's commercial and marketing director Jim Hytner told the website that the rebrand would give the station a "new feel."

"This is the most extensive rebrand ever undertaken by ITV and creates a new feel for the channel," he said. "As we face greater competition, it's vital that we express the channel's personality more intently than ever, and what better way to do that than through our talent. The new idents show some of the biggest names in television being themselves, off-screen, in a way that viewers will find instantly warm and engaging."

Some 70 stars -- also including Martin Kemp, Gabby Logan and Harry Hill -- are being wheeled out for the ads, which will be complemented by new break bumpers and an "updated" version of the ITV logo.