A Battered ITV Hopes Some Branding Will Save It

New Spot from BBH Comes as U.K. Channel Makes Hundreds of Layoffs

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LONDON (AdAge.com) -- Britain's biggest commercial channel, ITV, is seeking to divert attention away from its financial troubles with a big-budget branding commercial selling the channel as "The Brighter Side."

The spot, from agency Bartle Bogle Hegarty, aims to promote ITV as a destination for optimism, shared experience and entertainment. It shows a group of children piercing a dull British sky by throwing stones at the clouds and letting out rays of sunshine.

And sunshine is something ITV could use right now. It's making hundreds of layoffs, cutting costs by $365 million and slashing program budgets by $200 million. It reported a pre-tax profit slide of 41% in 2008, but the broadcaster is pinning its hopes on the idea that encouraging brand loyalty will help turn its fortunes around.

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