[newsjunkie]

Having worked with ITV in many different ways, the decision to keep the 'old' CITV branding will all have been about cost.

They will have decided the cost of rebranding the channel/service would have been way more than the benefit. The decision was probably taken well before they decided to close the CITV channel.

I wouldn't be surprised if there is something more to the closure of the CITV channel. Whether that be to sell/hand back the freeview/satellite space? I also wouldn't be surprised if this is a slow process to scale back linear tv services. Traditional tv viewing is falling fast now and the costs will soon exceed the income directly from more of their channels. 

ITVX is the future.