Editing ITV Digital (section)

===Rebranding===
In April 2001 it was said that ONdigital would be 'relaunched' to bring it closer to the [[ITV (TV network)|ITV]] network and to better compete with Sky.<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/entertainment/1292510.stm|title=Ondigital 'faces relaunch'|date=23 April 2001|work=BBC News}}</ref> On 11 July 2001 Carlton and Granada rebranded ONdigital as '''ITV Digital'''.<ref>{{cite news
    | url       = http://news.bbc.co.uk/1/hi/entertainment/new_media/1433671.stm
    | title     = Ondigital relaunches as ITV Digital
    | date      = 11 July 2001
    | work = BBC News
}}</ref>

Other services were also rebranded, such as ONnet to ITV Active.<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/entertainment/1433671.stm|title=Ondigital relaunches as ITV Digital|date=11 July 2001|work=BBC News}}</ref> A rebranding campaign was launched, with customers being sent ITV Digital stickers to place over the ONdigital logos on their remote controls and set top boxes. The software running on the receivers was not changed, however, and continued to display 'ON' on nearly every screen. However, iDTVs made after the rebrand removed the 'ON' prefix from their software. Option 7 on the main menu on iDTVs was also renamed from "ONdigital Updates" to "Subscription Information".

The rebrand was not without controversy, as [[STV Group|SMG plc]] (owner of [[Scottish Television]] and [[Grampian Television]]), [[UTV (TV channel)|UTV]] and [[ITV Channel Television|Channel Television]] pointed out that the ITV brand did not belong solely to Carlton and Granada. SMG and UTV initially refused to carry the advertising campaign for ITV Digital and did not allow the ITV Sport Channel space on their multiplex, thus it was not available at launch in most of Scotland and Northern Ireland. The case was resolved in Scotland<ref>{{cite web
 |url          = http://www.sportbusiness.com/news/101067/itv-digital-gets-support-from-smg
 |title        = ITV Digital gets support from SMG
 |date         = 28 September 2001
 |publisher    = Sport Business
 |access-date  = 2 March 2007
 |archive-url  = https://web.archive.org/web/20070320045523/http://www.sportbusiness.com/news/101067/itv-digital-gets-support-from-smg
 |archive-date = 20 March 2007
 |url-status     = dead}}</ref> and the Channel Islands and later still in Northern Ireland, allowing ITV Sport to launch in the non-Carlton and Granada regions, although it was never made available in the Channel Islands, where there was no DTT or cable,{{citation needed|date=March 2018}} and it never appeared on Sky Digital.

Later in 2001, [[ITV Sport Channel]] was announced. This would be a premium sport channel, and would broadcast English football games as per the company's deal with the Football League in 2000, as well as ATP tennis games and Champions League games previously covered by ONsport 1 and ONsport 2. The channel launched on 11 August of that year, and was also carried on cable by [[NTL Incorporated|NTL]].<ref>{{cite web|url=https://www.campaignlive.co.uk/article/ondigital-plans-premium-sports-channel/12934|title=ONdigital plans premium sports channel}}</ref>