For decades, ITV was a network of regional broadcasters with strong local identities, but in 1999 Carlton Television replaced Central and Westcountry with its own corporate brand.

In this, the 20th episode of the new TV Live Podast, Rob Francis looks back at how media ownership changes and the ITV hearts rebrand helped push the network towards a single national identity, and how Carlton’s approach marked a clear shift away from regional television.

Rob reflects on why audiences reacted so strongly, why the change felt so detached from the regions it affected, and what was lost when local identity gave way to uniform branding.

Because once upon a time, ITV belonged to the regions, and after 1999, it increasingly belonged to the corporations.