Central TV May Change Name

Central Television may be changing its name to Carlton Midlands, according to weekend press reports.

It is rumoured that Carlton Communications, which bought the Midlands franchise in 1993 * Carlton Bids For Central, wants to create a new identity for Central as part of an expansion of the Carlton brand. It is also believed that Westcountry TV, which Carlton bought last year *Carlton Beats United To Buy Westcountry, will eventually become Carlton South West. Any franchise name changes must first be approved by the Independent Television Commission.

The move would coincide with a growing trend among terrestrial TV channels of rejuvenating their identities, apparently in the face of increasing TV fragmentation. Channel 4 recently launched a new logo and Tyne-Tees Television changed its name to Channel 3 North East in September * Tyne Tees Launches New Identity.

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