Jonwo

They have invested a lot in the ITV brand over the last two decades and suddenly referring to the channel by a different name would definitely be harmful from a commercial point of of view (and would confuse a whole lot of viewers to whom these ’new’ regional names would either be a distant memory or even completely new.) Especially as broadcasting is rapidly moving from lineair to on-demand it makes sense for them to have one brand to focus on. (They’re hardly going to introduce regional brands for their on-demand service, are they now?)

Because the story will become that Channel four news is being effectively boycotted by the government and a survival instinct might overtake them - that something needs to be done or they will be abolished.