ITV to focus on regional presence

ITV has pledged to "sustain and even enhance" its regional presence.

Michael Grade, the broadcaster's new executive chairman, said that ITV's "strong regional presence is a greater asset than is recognised" and "is part of what binds ITV to its audiences thorought the UK and distinguishes us from our competitors."

Grade also pointed to growth in regional advertising compared to a "depressed national TV advertising market."

"We... believe that ITV's regional presence, an intrinsic part of the Company's history and identity, will increasingly be a point of difference and a competitive advantage as other commercial players will be unable to match our 'local' connection with viewers or our regional advertising opportunities."

Heritage regional broadcasting names such as LWT and HTV were dumped in October 2002 as part of a plan to unify ITV1 in preparation for multichannel competition.