This probably shouldn't come as a huge surprise, but British television network ITV has responded to the rumor that Apple plans to rename the Apple TV as... iTV.

ENGADGET: British network ITV responds to Apple iTV rumor, says it has 'vigorously defended' its IP before

Often overshadowed by the state-funded BBC, ITV is Britain's largest commercial television network.

WSJ: NBC hires news division chief from Britain

It recommended a separate ITV licence for Wales be created, with a looser relationship with the ITV network along similar lines to Ulster and Scottish Television.

BBC: Wales is 'invisible nation' on TV