This period was defined by a shift from static logos to a "living" brand that emphasized creativity and British culture. ITV Creates (2019–2021)
This era saw a heavy push toward hybrid DVB-Internet services. ITV worked to integrate its ITV Hub (now ITVX) with DVB-based EPGs (Electronic Program Guides) to offer seamless "restart" and catch-up features on smart TVs. itv dvber 2016 2021
2021 was the final year that ITV treated SD and HD as parallel DVB‑ER worlds. In internal planning documents (leaked to industry site RXTVlog in late 2021), ITV confirmed that from 2022 onward, . This period was defined by a shift from
That said, from 2019 onward, some ITV HD channels on satellite briefly introduced for certain live events (e.g., World Cup matches). A standard DVB-er could not decrypt these unless using a conditional access module (CAM) with a valid subscription—which was not legally possible for ITV’s free content. 2021 was the final year that ITV treated