ITV is to wrap the ITV Player and in a new brand as it looks to position on demand as a natural extension of its linear channel.

The ITV Hub will replace ITV Player and and will launch later this year across mobile, PC and connected TV. At the same time digital reach till be extended through the Amazon Fire TV and Fire TV Stick as well as the new Freeview Play service. The new desktop PC service will merge ITV’s on demand pages and show websites.

Paul Kanareck, ITV’s Director of Online, said: “With over 11 million registered users and 726 million long form requests last year alone, our VOD service has come of age, with live TV right at the core of our proposition. Our product and content offering has improved dramatically and we look forward to sharing further detail of our ambitious developments at The ITV Gala in November.”

It’s also been announced that coinciding with its launch on ITV2 new episodes of Seth MacFarlane’s Family Guy and American Dad will be available on The ITV Hub.

Creatively, the new, dynamic branding and colour palette is based on the dot above the ‘I’ on each of the ITV channel logos – ITV, ITV2, ITV3, ITV4, CITV and ITVBe. The dots are able to interact, change size and morph into other shapes.