[Spencer]

One thing I have always wondered about ITV region branding is why ITV hasn't considered licensing the ITV1 brand to STV/UTV to make it a national brand. Surely, it wouldn't be too difficult to have a voiceover say something like "This is ITV1 via STV" or "This is ITV1 via UTV" on idents, etc., would it?

ITV own UTV, so if they wanted to completely drop the UTV brand, they could. It’s mostly gone from presentation already as I understand it.

As for STV, if they wanted to rebrand as ITV1, I’m sure ITV could accommodate that (maybe for a price). But I suspect they’ve no desire to. And it’s up STV them how they brand themselves ultimately.

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Why would STV want to do that?

In fairness, I can see some benefits. In terms of promotion of programmes on other national platforms (including ITV Breakfast) it would mean viewers in Scotland wouldn’t be getting ads and trails for a channel they don’t receive.

There would also be more brand consistency with things like ITV News, Sport, Weather and the other ITV channels which *are* available in Scotland.

There could also be savings to be made for STV if they took national presentation and didn’t have to make their own trails and pres.

But clearly they value their independence more than any of these potential benefits.