The former Fetch TV is re-branding to take a bite of Foxtel’s market.

Fetch has now dropped the ‘TV’ from its name and removed branding from its broadband partners including iinet, Dodo iPrimus and others from its marketing.

The company has appointed former founder of Cummins Ross, Jason Ross of Ross Creative Counsel, to handle a national campaign, including ad spends and marketing support worth as much as $20 million over coming months.

Fetch had been marketed in a range of different ways by its platform partners – mostly internet service providers - and had become a sort of “brand soup” that lacked clarity for consumers.

Optus offered several incarnations of the Fetch TV brand, including ‘Yes TV with Fetch’, while Dodo had been offering ‘Dodo TV by Fetch’, alongside iiNet’s ‘iiNet TV with Fetch’.

Fetch has set its sights on the 6.9 million Australian homes that do not have Foxtel cable TV, which would be a big increase from its current 500,000 subscribers.

Market research has found that only 10 to 20 per cent of the streaming market has a clear understanding of Fetch, though ‘prompted brand awareness’ is at about 56 per cent.