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ITVX is quite good, the only thing that bugs me about it is, that if GMB / ITV News splits to the regional news, its always reverts to ITV London News, When have my postcode they know im logged in with my profile, surely by now ITV can make sure ITVX can split to my ITV Region?
I love the BBC Iplayer can show me Spotlight when it goes to the regional news on there!

Am I being silly or missed something so why it cant do that, the only reason I can think of is some regions have sub regions like where I live, (West Country -Devon & Cornwall), however hearing Bristol based news would be better than hearing news about London, which is like watching a repeat of the national news sometimes.

I'm sure I read something that suggested they would be launching regional variations this year. This article was not it but suggests it in the pipeline support.itv.com  - 

Also, when watching the stream live on ITVX, you'll automatically be shown the News for London, as we're not currently able to detect where you're streaming from in the UK. However this is something we're looking into improving.

seeming as they ask for a postcode when you sign up, it seems strange they can''t already do this. It would also allow them to target customers ultra locally with advertising too! I'd image it would take the strain off the load balancers for a single ITV1 feed when there could be X regions made available. Besides, Geoblocking by IP would be done at a country level, not regionally.