The ITV1 name was only used in England, Wales, Southern Scotland and Isle of Man until Channel Television adopted the name in January 2006, bringing it to the Channel Islands.It should be noted, however, that as national continuity is often used on Channel Television, ITV1 national branding had been seen on the station for several years previously.Following the creation of the Television Act 1954, the establishment of a commercial television service in the UK began.The Independent Television service, or ITV, was made up of regions, with each region run by different companies.The deal also included UTV Ireland, UTV's Irish channel.Unlike other ITV franchises owned by ITV plc that use the ITV name, the UTV name will be retained.ITV1 became the generic on-screen brand name used by the twelve franchises of the ITV Network in the United Kingdom.
However, the intense race to own more of the ITV Network began in 1994 when Carlton Communications, the owner of London weekday broadcaster Carlton Television, took control of Central Independent Television in the Midlands.
Latterly the ITV1 Wales name was only used on breakbumpers and regionally advertised programmes till 2013.
Non ITV plc-owned licencees on the network generally did not refer to the ITV name.
ITV and its predecessor channels have contended with BBC One for the status of the UK's most watched television channel since the 1950s.
However, in line with other terrestrial channels, ITV's audience share has fallen in the era of multi-channel television.