In retrospect, perhaps Anglia would have chosen a different theme for this advertisement.

The ITA, always hedging their bets on the coverage from particular transmitters before they opened, simply described the area won by Anglia Television as "East of England".  The Norwich contractor came on air promising programmes for East Anglia, so all seemed well.

But as time passed, new transmitters opened in the 'east of England'.  The Dover transmitter was immediately claimed by Anglia on that basis.  It went, more logically, to Southern.  When UHF was on the horizon, and transmitter patterns were to be disrupted, Anglia made a claim on the territory of Tyne Tees on the same basis - it was in the east of England.

They won the argument with Lincolnshire.  The county wasn't really 'northern'.  The people didn't see themselves as 'midlanders'.  So Anglia won by default.  But Belmont on VHF had a huge service area.  Anglia was soon visible in Leeds, Sheffield, Leicester.  And, as this advert makes clear, Anglia was happy to exploit that 'overlap' reception as being part of its primary service area.

The then-ITA had promised the companies in 1967 that the new UHF transmitters would, as far as was feasible, duplicate their existing regions.  But adverts like the one above, plus battles between Anglia and its neighbours - mainly due to Anglia aggressively selling advertising time in overlap areas but not going to the trouble of providing any specialised service for those areas - forced the IBA to act.

In 1974 they pulled Anglia back, handing Belmont VHF and UHF transmitters to Yorkshire, which had been reduced to a nubbin thanks to massive overlaps from Anglia and Tyne Tees as well as smaller ones from ATV and Granada.

The region name was something else the IBA could change.  Just to make the point clear to Anglia, they did so in the 1980s, choosing the apt 'East Anglia' instead.