ITV Day was a programming block that broadcast on ITV1 from 9.25 am until 6.00 pm on weekdays and launched on 11 April 2005. The presentation was created by Bruce Dunlop Associates and said "ITV Day effectively creates a new brand, with along with [sic] a change in programming and schedule will alter viewer perception". The "ITV Day" brand disappeared from screens on 13 January 2006, as ITV1 presentation was relaunched, along with the entire ITV family of channels.