In summary, this route doesn't fit in any franchise, at least not according to the arbitrary mapping of franchises by geographical regions. If you think it's odd seeing the words "East Midlands Trains" in Liverpool you will understand why it's also odd here in Norwich.
If I had a penny for every time a franchise said there's "nothing we can do" about over crowding, I could afford to lease another train for them to use :roll:
XC have found a certain degree of stability operating a BHM-LEI stopper and a BHM-LEI express that continues to SSD. With just a handful more Turbostars in the fleet (3 or 4?) the stoppers could indeed be extended to PBO. But that is beyond the imagination of Arriva, who are going to sit this franchise out making as much as possible from what they are obliged to operate, and nothing else.
If we assume the route remains LIV-NRW, Nottingham is a pretty reasonable place for the operator to base their trains. Also, EMT are to be recognised for having resolved what CT never really managed to, which is running a pretty reliable operation of doubling units LIV-NOT and splitting for stations to NRW. It's not ideal, but it's the best use of limited rolling stock and it is mostly reliable.
Both Turbostars and Sprinters are going to be rendered surplus to requirements by new fleets elsewhere in the country. I'm a bit disappointed that XC and EMT haven't been more (visibly) proactive in petitioning the powers that be to be first in line for this trains to strengthen their fleets and expand services. But as I moaned about above, the franchising system allows a TOC to hide behind their contractual commitments with little incentive during a franchise to do more.