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A week after its main shareholders Carlton and Granada announced they were to press ahead with an ITV merger, the channel has unveiled an on-air look for ITV1 featuring stars such as Davina McCall, Des Lynam and Chris Tarrant to convey a more modern and coherent identity. The rebranding, revealed exclusively in Marketing (September 5), goes on air on October 28. Previously, the regional identities of ITV's different franchises have appeared on screen, but now these will only appear when regional news and programmes are aired. The idents accompany a complete overhaul of the on-air environment, and include promotions to run at the end of peak-time programmes which feature a 'Next, then later' device to guide viewers through the evening schedule.