テンプレートをHTMLで変更する必要があります
<div class="itemtemplate" data-win-control="WinJS.Binding.Template">
<img class="item-image" src="#" data-win-bind="src: backgroundImage; alt: title" />
<div class="item-overlay">
<h4 class="item-title" data-win-bind="textContent: title"></h4>
<h6 class="item-subtitle win-type-ellipsis" data-win-bind="textContent: subtitle"></h6>
</div>
</div>
<div class="itemtemplatenoimage" data-win-control="WinJS.Binding.Template">
<div class="item-overlay">
<h4 class="item-title" data-win-bind="textContent: title"></h4>
<h6 class="item-subtitle win-type-ellipsis" data-win-bind="textContent: subtitle"></h6>
</div>
</div>
次に、itemtemplateを指定する場合は常に、それぞれに異なるものを指定します
firstListView.itemTemplate = element.querySelector(".itemtemplate");
secondListView.itemTemplate = element.querySelector(".itemtemplatenoimage");