What’s the purpose of ITV 2 these days?

[Stuart]

I guess because most people called it ITV anyway and they probably wanted to push ITV as a brand.

I don't think the change back to ITV was fully explained or justified at the time, but it may have had something to do with many people still referring to it by the regional franchise name.

Perhaps it was a step too far for some to go from 'Yorkshire' or 'Tyne Tees' to something that sounded like a cable channel. :?