[dbl]

Wouldn't a name change also allow shows to change channels or schedule etc..
All reality on ..(itv reality)..even USA imports of reality there in daytime screening..

It's not like outside reality many of itv2 shows hit the heights. So have re focus for itv reality, itv gold, itv lifestyle and itv extreme

If ITV wanted to switch a show to another channel they could - but choose not to. It's just wasting money on a rebrand that won't do much to the brand. Essentially it's a load of faff without the data/research or appetite to support that this would work.