After Granada and Carlton introduced national ITV1 branding to all stations in England and Wales on 28th October 2002, ITV1 Wales were allowed to retain locally modified versions.
Live continuity was locally maintained in Cardiff after the rebrand to ITV1 Wales until 14 May 2003, whereupon announcements became recorded and, along with all transmission for Wales and the southern English regions, were played out by the South Bank.
On 16 January 2006, ITV1 Wales switched to using the same London-based team that the rest of England region had been using since 2002.
Although 'Wales' was only verbally referred to before regional programming, ITV in Wales continued to be visually identified as 'ITV1 Wales' until the summer of 2009, though the 'Wales' part of the logo shifted around the screen depending on the programme being played out.
