[Humphrey Hacker]

ITV2 doesn't have dual branding, nor ITV3 and ITV4.

Why would ITV1 need it?

It's the same channel across the ITV network - only the news is different in the regions, and there is the very occasional regional political/cultural programme (UTV Life, Central Lobby etc).

There's no need for regional or dual branding at all.

Indeed, it's really all a relic of a system that was rendered obsolete about 20 years ago and is pretty antithetical to the principles of modern branding - the core of which is pretty much 'don't weaken the masterbrand'. You can play it up occasionally for nostalgia purposes, but for day-to-day branding everything other than ITV should really have been dropped by now. Bringing back HTV would be especially counterproductive and confusing given that it would be unfamiliar to nearly everybody under about 30.

Very true. Many of us have warm memories of the "old ITV" but time moves on and so must we.