[Si-Co]

To think the ITV1 name is coming back 20 years later.

This is the reason why I personally feel underwhelmed by the return of the ITV1 name. It reminds me not only of the demise of regional continuity and identity, but regional content too. The first ITV1 era was also when news regions were reduced by about half (though this was later rectified to a point in the ITV era), and in that era the brand itself was lacklustre and most of its programming not much better. 

Since the 2013 rebrand and change of name ITV’s reputation has improved drastically, and I can’t help but feel the reintroduction of the ITV1 name is a step back. Of course, if it’s a change in name only, then we have nothing to fear, but I’m sure I’m not alone in associating the ITV1 name with negativity.