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The strapline, which is expected to be introduced in the next few weeks, will be used in all ITV1 marketing communications.

Its launch comes as ITV suffers from a fall in advertising, with some analysts predicting spend will be down 20% in April. It has also been forced to pare back its spend on commissions, such as a remake of period drama A Passage to India, and curtail production of existing shows such as Heartbeat and The Bill. Crime drama Wire in the Blood has been axed.

It has been reported that ITV is planning to offload its Friends Reunited social networking site, which is estimated to be worth much less than the £175m the broadcaster paid in 2005.

It is expected to make further redundancies as it seeks to maintain investment in the ITV1 programming budget.

The broadcaster is also dealing with a pension deficit.

Its previous strapline, 'TV from the heart', was axed by Jim Hytner following his appointment as ITV's marketing director in 2001. It had been introduced by his predecessor John Hardie.