It's been revealed that ITV is to rename its online catch-up service the "ITV Player" apparently in an attempt "to create a more recognisable brand".

Launched in March 2007, and currently called "Catch Up TV", it shows popular ITV programmes on the ITV.com site, but will get the new name as a campaign to promote the service kicks off on 19 December.

Ben McOwen Wilson, director of online at ITV, said, "The new logo is part of our aim to create a recognisable and consistent brand for video-on-demand content across the web and TV".

"It's part of our overall ambition to make our content as widely available for audiences through whichever platform suits them best".

Sky recently re-named its online TV services as "Sky Player". Both moves are clearly a bid to cash in on the success of the BBC's iPlayer.