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ITV1 is ITV's first and main channel found on all television platforms under the Channel 3 licence. ITV1 (known as ITV until 2001) was originally formed by the previous separate regional companies and the ITV1 brand was introduced by two of the biggest regions, Granada and Carlton and the name was put along side the region's name until October 2002 when the branding replaced the regional brands completely. In 2004, Granada and Carlton decided to merge to create ITV Plc which in turn bought out 11 of the 15 ITV regions. The regions not owned by ITV Plc are STV, which is made up of 2 regions, Scottish Television and Grampian Television. UTV (Ulster Television) and Channel Television (Channel Islands ITV region).
All 11 ITV Plc regions use the same generic ITV1 branding apart from during local news. STV and UTV have their own identities and Channel TV uses a mix of ITV1 branding and their own branding.