Currently, and I'm not sure if this is just Anglia, but if you go to, for example, London, and then click on the 'Choose another Region' link, you can select your region, so I chose Anglia, and it heads to the, in the process of re-modeling your site. Yet, if you head straight there or from the ITV Local page, the site is launched, odd?
I notice in the toolbar on ITV's homepage it now says "My [region]" next to sport (if you've set a region). I always wondered why they never filled the gap at the end.