This was a few months before Central adopted the 1996 Carlton look (which removes the Cake in process), before finally changing to Carlton on September next year.
I never knew they started using 'Central ITV' on announcements before the old cake idents were retired, I always thought that was only introduced with the Carlton-style set that followed later in 1998. Still don't get why it was felt necessary, especially when Carlton didn't say 'Carlton ITV' in London...the occasional 'This is Carlton, part of the ITV Network' but never more than that.
Ch4 was still advertising on ITV late into 1998? WOW. I got Sky in 1996 so i missed the late 90s of terrestrial TV. The cross ITV-region promotion seems very apparent here "ITV CENTRAL, CENTRAL ITV" etc. They could have kept with this. people aren't THAT DUMB.
ITV was originally responsible for selling C4's advertising from its 1982 creation until 1993 when C4 took over but until 1998 they paid ITV large insurance premiums and they would provide C4 with guaranteed minumum incomes should the revenue fall too low. This never happened and this arrangement (and the ITV/C4 cross promotion) was abandoned later on in 1998.
