[Worzel]

It does seem very much like it’s a lipstick on a pig job that I can remember when it was announced they said it wouldn’t be. At the moment every device just seems to have the same app but with ITVX branding instead of the Hub and BritBox tagged on. They really should have used the BritBox app as a template because that is a far superior app.

It reminds me a lot of what happened when Demand 5 rebranded as My5. On YouView in particular, the Demand 5 branding lingered on for months following the My5 website roll out. Channel 5 did eventually swap the logos out, but the app largely remained the same for a further six months before it was fully refreshed.

However, ITV have at least done something to swap the branding out. The BBC still have the old non-Reith logos on the channel icons on YouView boxes and my TV still displays the old iPlayer logo despite the app having updated several times.