ITV1
ITV network
### ITV network

ITV was not consistently promoted as a brand name until 1989 although the name was in common public use. Independent Television, shortened to [ITV](/wiki/ITV_%28TV_network%29 "ITV (TV network)"), was the collective and generic name for the companies which held commercial television franchises. The name referred to the initial regulator the [Independent Television Authority](/wiki/Independent_Television_Authority "Independent Television Authority") (ITA). It was keen to use this name for its franchisees to highlight the fact they were also public services and not simply commercial broadcasters. In the early years, the network was sometimes referred to as the "ITA network", and the companies as "ITA contractors" or "ITA stations". The companies were principally identified on air using by their own names though some did make reference to ITV too. There were also specific uses of the ITV name – for instance, [ITV Schools](/wiki/ITV_Schools "ITV Schools"), [ITV Sport](/wiki/ITV_Sport "ITV Sport"), and [Children's ITV](/wiki/CITV "CITV") were used for programming strands.

In 1989, the ITV Association set out a basic package with a new "ITV" logo, which included idents, promotions and general on and off air design, and an edit of this package was designed for each franchise holder within the ITV network. The dual branded idents included a large "ITV" logo, in which the "V" contained part of the franchise logo, and written below the logo in a grey capitalised font was the name of the regional broadcaster. However, only half of the regional broadcasters opted to use the package, which had completely failed by 1997\.

In 1998, another second ITV common presentation (once again using dual\-branding with the ITV name) was launched, under the theme, "TV from the Heart".

By 2001, all eleven franchises of England and Wales were owned by either Granada plc or Carlton Communications, and a new common name, ITV1, was launched on 11 August 2001\.


What was the theme of the second ITV common presentation launched in 1998?