Granada America Rebranded ITV Studios

Granada America is renaming itself ITV Studios. The name was unveiled yesterday by ITV Global Content MD Lee Barlett. The 79 year old moniker is behind shows such as I’m a Celebrity Get Me Out of Here, Hell’s Kitchen and Kitchen Nightmares for Fox, Nanny 911 for CMT, WCG Ultimate Gamer for Sci Fi, Celebrity Fit Club for VH1, Room Raiders for MTV, First Love Second Chance for TV Land and Bought & Sold for HGTV. As a sidenote, I must say Brian Zagorski (a longtime colleague and uber-nice guy) has done a fantastic job with the lineup as VP, Current Programming.

In Europe, ITV Studios produces more than 3,000 hours of original fare each year. ITV also runs regional production companies in Germany and Australia. The company formerly known as Granada America first entered the U.S. market in the mid-1990s, and re-entered the U.S. marketplace in its current form in February 2004.

The Granada name has a long and proud history in British media, launching as a cinema company in 1930 and awarded the north of England ITV franchise in 1954, beginning broadcasting in May 1956. From July 1968 Granada TV just held the north-west of England ITV franchise, when Yorkshire television launched.

Bartlett adds, “Changing our name in the US to ITV Studios is part of our branding strategy for ITV Global Content. The name better demonstrates the size, scale and ambition of ITV Studios and the success of the US operation is hugely important to us.” The new US branding will be seen on screen for the first time on the credits of the forthcoming American version of I’m a Celebrity, Get Me Out of Here!, which will be presented by Myleene Klass and launches on NBC on 1 June.

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