[orange]

Text also matches up with the itvX social posts - they’ve gotten rid of a lot of the quirky stylised descenders on letters like “g”, they’re squared off and flat in the standard font.

[TVFan]

They usually just say ITV, so maybe a slip of the tongue or something else?

I’ve heard them say ITV1 occasionally in the past, which could have just been a mistake or to help distinguish it from ITV2, as other times they say things like “over on the main channel, ITV”, which is quite unwieldy.

[Blubatt]

I feel like the colours are too muted for ITV 2 and Be for the rebrand, but if I see them in action, I might like it. Time will only tell/

[Ben Shatliff]

Still ITV not itv 1

We will wait and see

[mrarg1393]

Still ITV not itv 1

We will wait and see

Doubt it’ll happen tonight now. Can’t see them doing it half way through I’m a Celeb… it’ll probably be next week or week after, possibly even same day as ITVX when the day for that comes.

[eyeTV]

ITVX now scheduled for 8th December

twitter.com 

[thomalex]

So do we get the rebrand in anticipation on ITV X or just a big bang on the 8th December

[orange]

The goal is to have it running before the World Cup starts, as previously stated.

[CATV]

ITVX not being ready for the World Cup is a nightmare.  This was ITV's chance to shine, launching with something big.  I just hope the tape holding ITV HUB together can cope.

I still think it's ok for ITV 1 to relaunch now. It will give a bit of time before the launch of ITV X and start to place ITV name as the masterbrand only again.

[Jon]

Alternatively it’s better ITV Hub fails for the World Cup, and then new improved service ITV X replaces it rather than ITV X fails and no one having any confidence in it from the start.

Of course in an ideal everything would just work.

I guess they could even launch the backend of it for the tournament and add the ITV X branding to it after, once they’re happy with the performance. Assuming the existing app will just update to become ITV X rather than users having to download something new.