Ant and Dec and Davina McCall are among the stars featuring in ITV1's new look, which made its debut on Monday morning.

They appear in a series of idents - clips shown between programmes - which are featured in all ITV regions across England and Wales.

More than 100 versions of the idents have been made using stars such as Martin Kemp, Gabby Logan, Cilla Black, Trevor McDonald and Ant and Dec.

The idents feature the celebrities on set but off duty as they relax between takes.

Davina McCall also features in the idents

One of the clips shows Ant and Dec performing a catwalk strut towards the camera while another features TV host Chris Tarrant playing with a feather boa. Davina McCall hula-hoops in another.

Unified

This is the first time in the network's 47-year history that the different sections of ITV have been unified in such a way.

Up until the late 1980s each programme was preceded by the logo of the company which made it - but over the years increased competition and a series of mergers has brought the network closer together.

Outside England and Wales, Scottish Television, Grampian Television and UTV - which are not owned by the network's dominant companies, Carlton and Granada - are keeping their own identities.

But other names are being eased out of the network.

London Weekend Television's famous red and blue logo - versions of which have been seen on screen for three decades - will no longer be seen, except as a credit at the end of its programmes.

Viewers in the capital will be told they are watching "ITV1 in London" before local programmes, rather than LWT or weekday outfit Carlton.

In Wales, the HTV name has also disappeared after 34 years, to be replaced by ITV1 Wales.

Carlton and Granada now own 11 of ITV's 15 franchises, and the two companies recently announced plans to merge to become a single ITV company.

'Warm and engaging'

Jim Hytner, ITV's marketing and commercial director, said said competition from other networks helped prompt the move.

"In a world of over 200 channels, it is vital that we express our personality more intently than ever and present viewers with a single ITV1 brand," he said.

Mr Hytner said the clips used humour to "engage viewers".

"They show some of our best-loved ITV1 talent, being themselves, off-duty, in a way that is instantly warm and engaging," he added.

The network has also created a new series of graphics, all of which will feature four coloured blocks that resolve into a new version of the ITV1 logo.

ITV1 is the latest in a line of broadcasters to change their image.

Recently, Channel 5 relaunched itself as Five with a new logo and presentation style, while earlier this year BBC One dumped its globe ident in favour of a series of clips featuring dancers.