I agree it's a very poor comparison, it doesn't even relate to what is happening here with Talksport. Just another reason to ITV bash.
Who's ITV bashing? I was simply stating that the ITC couldn't give a toss what one of their licencees brands themselves as, wheras the Radio Authority apparantly does. I quoted ITV because it's the most obvious example, where on paper everything is the same as it was in 1993 but on screen it's clearly very different. But to keep you happy:
'On paper the fifth terrestrial licence still belongs to Channel 5. On screen they brand themselves as 'five'. The ITC allow this, but the radio authority wouldn't.
In any case, my question has been answered now.