ITV is planning a complete change of its branding with new "idents" featuring stars such as Ant and Dec and Davina McCall, according to a report.

The current segments featuring a heart are to go and be replaced by clips of the channel's strongest assets shown in make-up or the dressing room, the MediaGuardian website reported.

Channel 4 enjoyed success by using peformers and presenters in its promotional adverts, called idents.

ITV hopes to capitalise on its 'faces'

The move is part of a shift towards a single ITV brand as the main franchise holders, Granada and Carlton, move slowly towards a much speculated merger.

The various regional franchises will still retain area-specific news and some programming, but will be largely standardised, Media Guardian said.

ITV has been going through a troubled time, performing badly in certain ratings battles with the BBC and still suffering the after-effects of the collapse of ITV Digital.

Biggest names

Jim Hytner, ITV's commercial and marketing director, told MediaGuardian: "This is the most extensive rebrand ever undertaken by ITV and creates a new feel for the channel.

"As we face greater competition, it's vital that we express the channel's personality more intently than ever, and what better way to do that than through our talent.

"The new idents show some of the biggest names in television being themselves, off-screen, in a way that viewers will find instantly warm and engaging."

Comedian Harry Hill, Millionaire host Chris Tarrant, actor Martin Kemp, and football presenter Gabby Logan are thought to be among the ident stars.