ITV has kept its old regional names for its regional news for historic and branding reasons and also because the alternatives could begin to tread on the toes of the BBC's brands if it went for more geographic names.
If Granada Reports were to have the word/s "North West" in a new title, it would begin to get close to the BBC's North West Tonight and North West Today. What would they call it? ITV News North West, North West Now, North West at Six?
Would Meridian dare to become South Tonight when the BBC already has South Today? Imagine making the phone calls from the news desk and having to explain: "No, we're the ITV programme." It must be much easier to say and understand 'Meridian News' or 'Meridian Tonight'.
When they begin to mess about with titles, HTV News, ITV West News, The West Tonight, The West Country Tonight, surely some of the old brand dies.
