[Former Member 406]

And "ITV1" is a bit of a mouthful  for the continuity announcers and doesn't sound as classy as "Now on ITV......".

I fail to see how "ITV1" is in any way whatsoever "a bit of a mouthful". It's only *four* syllables - which is exactly the same syllable count as ITV2, ITV3, ITV4, ITV Be, and CITV. It's hardly as if it's gonna be called "ITV Photosynthesis Antidisestablishmentarianism" or anything.

I also fail to see how adding a "1" (or anything else, for that matter) to the end of an existing channel name somehow makes it less "classy", or how any given television channel name is/isn't particularly "classy" in the first place (or, indeed, what the blithering flip that is even supposed to mean). It's not as if the new name is "ITV Your Mum" or something.