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The first phase will involve taking ITV1 from a "mass bland brand", to a brand with recognisable values of shared understanding, spontaneity and wit. The nest step will be to develop a coherence for ITV1 to reflect its status as an entertainment brand rather than a complicated company strategy. And finally, to inject confidence in the channel.

The relaunch is scheduled for the autumn and will cover all on-air architecture.

According to Hytner, ITV1 will have a fresher, more dynamic look, with ITV1 promoted as the hero brand ahead of regional identities. The number of programmes promoted each week be cut from 27 to ten. For 'unmissable' programmes, ITV has created a scrolling 'ticker-tape' message to be screened in the programme preceding it.

Commenting on ITV's relationship with advertisers, Hytner said he was aware of the need to become more bespoke.

He and ITV director of channels David Liddiment are planning a series of meetings with groups such as ISBA. Hytner said: "The principle of change, of re-ignition of reinvention is absolutely critical to ITV and with it the need to put viewers and customers higher on the priority list than was ever done before."