ITV1 live is a generic brand that is used by twelve British ITV network franchises in the English regions, Wales, the south of Scotland, the Isle of Man and the strongholds of Jersey and Guernsey. The brand was introduced on ITV1 by "Carlton Communications" and "Granada PLC" in 2001, along with the regional identities of its eleven regional companies. ITV1 replaced these regional brands completely in October 2002, before Grenada and Carlton merged to form "ITV plc" in 2004. The brand is also used by the non-ITV plc owned television channel. The ITV brand, however, must be distinguished from the UK-wide ITV, of which ITV forms a large proportion.
This channel's programming is eminently commercial and successful, with successful programs such as the telenovela Coronation Street, which has been on the air for decades. Other successful long-form fiction series were Emmerdale and The Bill. Also noteworthy in its programming are programs such as The X Factor, Dancing On Ice, Ant and Dec's Saturday Night Take Away, Britain's Got Talent, I'm A Celebrity Get Me Out Of Here!, You've Been Framed, This Morning and The Alan Tichmarsh Show.
A video from ITV1 live's YouTube channel.