MUMBAI: ITV Granada, part of ITV Studios Global Entertainment, will be rebranded as ITV Choice across Asia and the Middle East as part of ITV?s company wide rebrand which was unveiled in January this year.

The new look will be revealed for the first time on 25 March, at the top of primetime, before Four Weddings Australia.

The channel rebrand includes a change of name, from ITV Granada to ITV Choice, a new logo, and refreshed on-air idents. The upcoming changes will align the channel more closely with the new ITV brand globally, as well as reflect the channel?s proposition as a premium broadcaster, offering first run drama and entertainment, fresh from UK schedules.

ITV Studios Global Entertainment SVP Asia Pacific Augustus Dulgaro says, "Changing the channel?s name to ITV Choice and aligning our brand with our parent company is truly reflective of the channel?s proposition, as the heart of popular British culture away from home. We anticipate that our new look will not only engage with our audiences, but also inspire and excite."

The channel first launched in 2008 as Granada TV in the Middle East, later becoming ITV Granada in 2010. Its footprint has rapidly increased over the years, with the soon to be renamed ITV Choice currently available across over 40 countries in over 7 million homes.

The channel continues to enrich its schedule in 2013, with prime-time award winning dramas, including ITV Studios? Agatha Christie?s Poirot, Endeavour, Lewis and Midsomer Murders, as well as hit entertainment series including Dancing On Ice, Ant & Dec?s Saturday Night Takeaway and The Jonathan Ross Show.

MUMBAI: ITV Studios has optioned the rights to Passion Distribution?s ‘100 Mile Challenge‘, which was originally created by production team Paperny Entertainment for Food Network Canada and is a part reality series, part docu-soap, part social experiment.

ITV Studios? agreement covers territories including UK, Germany, Spain, Sweden, Norway, Finland and Denmark, with the initial interest stemming from ITV Studios France, who optioned the rights in 2010 and have completed the production of the first series (6 x 52?) called ?200 Kilom?tres ? la Ronde? for France T?l?visions.

The show focuses on six families in a close community who accept the challenge to only eat food produced within a 100-mile radius of their homes for 100 days.

The finished programme version of ‘100 Mile Challenge‘ has also sold well to date, with the rights being licensed to territories such as Pan Asia (Sundance International), Germany (Gusto TV), USA (Planet Green), Africa (Royal Channels), Spain (Canal Cocina), Finland (MTV3 for Ava) and Japan (NHK), the company said.