[Allanbuzzy]

The one baffling thing I can't understand is why in their sheer wisdom it was wise to merge all the individual channel pages into one social feed.

It sounds good on paper to merge all the accounts into one account, but it doesn't make sense when a show promotes itself as being "on @ITV and @ITVX", like the show is being aired THROUGHOUT the ITV network, not just ITV1. Also, to note, I'm still seeing appearances of tweets still mentioning "ITV" like it's still the brand name of the main channel.

I mean, Sky did it years ago and barring omissions like Sky Sports and Sky Cinema, almost all of their entertainment channels all post under "Sky TV", which used to be the feed for Sky One. I don't see the BBC doing it, although they already closed the BBC Four Twitter page for instance.