ITV Consumer, the division responsible for the broadcaster's interactive, mobile and call-TV operation, has applied to the Intellectual Property Office to register Priceterrier as a trademark for the service.
The move is part of ITV's growing online focus as it strives to more than quadruple its 2007 online revenues, to hit a target of generating £150m by 2010.
The IPO bid notes the new site will provide "information about the price and features" of products and services. The comparison service will be up against the likes of Pricerunner, Kelkoo and Moneysupermarket.
It is not yet known when the service will launch. An ITV spokeswoman said: "We're not in a position to comment at the moment as there isn't anything concrete."
Mathew Wigham, deputy head of TV at OMD UK, said: "This is taking another step towards offering different platforms to get the ITV brand in front of viewers."
The move follows ITV's recent decision to abolish subscription charging for its membership website Friends Reunited, bought by ITV three years ago. Instead, the site is focused on generating revenue from advertising.
ITV's online revenue rose 43% to £33m in 2007. Friends Reunited contributed £22m, while ITV.com generated £11m. However, overall in 2007, the online division reported a pre-tax loss of £12m.
The move is part of ITV's growing online focus as it strives to more than quadruple its 2007 online revenues, to hit a target of generating £150m by 2010.
The IPO bid notes the new site will provide "information about the price and features" of products and services. The comparison service will be up against the likes of Pricerunner, Kelkoo and Moneysupermarket.
It is not yet known when the service will launch. An ITV spokeswoman said: "We're not in a position to comment at the moment as there isn't anything concrete."
Mathew Wigham, deputy head of TV at OMD UK, said: "This is taking another step towards offering different platforms to get the ITV brand in front of viewers."
The move follows ITV's recent decision to abolish subscription charging for its membership website Friends Reunited, bought by ITV three years ago. Instead, the site is focused on generating revenue from advertising.
ITV's online revenue rose 43% to £33m in 2007. Friends Reunited contributed £22m, while ITV.com generated £11m. However, overall in 2007, the online division reported a pre-tax loss of £12m.
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