Central is the on-air name used by TiBB1 in the Midlands.
Central was formed on 12 February 2016 as the on-screen brand for the Midlands, as most of the regions separated from Granada to create their own on-air regions. The region name is named after the ITV franchise in the UK. In some on-air continuity announcements, the region is sometimes called TiBB1 Central.
Central has both its studios and its control room operations in Birmingham; with its back-up control room in the studios of The Point, Central's sister region in the United States.
The services' on-air identity is a mixture of the national and regional TiBB1 idents.
However, the endboard shown in the region is the national endboard; with the caption A Central Production, for TiBB1.
Central itself does not produce any programming, however it co-produces TiBB Big Brother, the TiBB Eurovision and Christmasvision Song Contests, and the TiBB Podcast. It produces regional news and weather from its studios in Birmingham.