For many, the iconic ‘in-colour’ ident, a blossoming of light culminating in the famous shadowed eye, is a powerful symbol of a bygone era of British television. Associated Television, or ATV, was a titan of the ITV network for over a quarter of a century, shaping the viewing habits of millions and leaving an indelible mark on the nation’s cultural landscape. This is the story of the ATV News Network, a name that became synonymous with quality broadcasting and a pioneer in regional news coverage.
The Dawn of a New Television Age
The arrival of Independent Television in 1955 shattered the BBC’s broadcasting monopoly and ushered in a new era of commercial television in the United Kingdom. From this vibrant new landscape, Associated Television emerged as one of the founding pillars of the ITV network. The brainchild of impresarios Lew Grade and Prince Littler, ATV was born from the amalgamation of the Associated Broadcasting Development Company and the Incorporated Television Programme Company. Initially known as the Associated Broadcasting Company (ABC), a swift name change to Associated TeleVision (ATV) was required after a legal challenge from the Associated British Picture Corporation, which already operated a chain of ABC cinemas.
ATV’s initial remit was a dual one: it held the weekend franchise for London and the weekday franchise for the Midlands. This meant that Londoners would tune in to ATV for their weekend entertainment, while the Midlands would receive their weekday programming from the new provider. This arrangement, which began in 1955 and 1956 respectively, laid the foundation for what would become a broadcasting powerhouse. The early years were not without their challenges, as the fledgling ITV network struggled to find its financial footing. However, ATV weathered the storm, and with the backing of the Daily Mirror newspaper, it solidified its position as a key player in the new commercial television landscape.
A Tale of Two Regions: London and the Midlands
For over a decade, ATV served two distinct and diverse regions. In London, it provided a weekend schedule packed with light entertainment and variety shows, a genre in which ATV, under the stewardship of the showman Lew Grade, excelled. Shows like Sunday Night at the London Palladium became national institutions, showcasing the biggest stars of the day and drawing in huge audiences. Meanwhile, in the Midlands, ATV was responsible for the weekday programming, which included a mix of drama, documentaries, and, crucially, regional news.
This dual-region operation was a unique feature of the early ITV structure. It allowed for a degree of regional identity while also providing a platform for nationally networked programmes. However, the 1968 franchise review brought about a significant change. ATV lost its London weekend franchise to a new consortium, London Weekend Television (LWT). In its place, ATV was awarded the full seven-day franchise for the Midlands. This consolidation allowed ATV to focus its efforts on a single region, a move that would have a profound impact on its future direction.
The Rise of Regional News
The move to a seven-day Midlands franchise marked a turning point for ATV. The company, now rebranded as ATV Network Limited, placed a greater emphasis on its regional output. This was most evident in its news coverage. ATV Today, the flagship regional news programme, became an essential part of daily life for viewers across the Midlands. It provided a vital service, reporting on local stories and events that mattered to the community.
However, the 1970s saw ATV face growing criticism for its perceived lack of focus on the eastern part of its vast region. Critics argued that the news output was too Birmingham-centric, neglecting the stories and concerns of viewers in the East Midlands. This criticism would ultimately lead to another major shake-up of the franchise. In 1980, the Independent Broadcasting Authority (IBA) ruled that ATV’s franchise would only be renewed if it demonstrated a greater commitment to regional programming, including the establishment of separate news facilities for the East and West Midlands.
The End of an Era and a New Beginning
To meet the IBA’s requirements, ATV underwent a significant restructuring. A new company, ATV Midlands Limited, was formed, and a new studio complex was planned for Nottingham to serve the East Midlands. As part of this process, the iconic Elstree studios, a legacy of ATV’s London days and the production hub for many of its most famous shows, were sold to the BBC. On New Year’s Day 1982, the ATV name disappeared from British television screens, replaced by Central Independent Television.
While the ATV brand may have vanished, its legacy lived on. Central inherited ATV’s rich programme archive, its talented staff, and its commitment to regional broadcasting. The new dual-region news service, with dedicated newsrooms in Birmingham and Nottingham, addressed the criticisms of the past and set a new standard for regional news coverage in the UK. For more on the history of UK television ratings and how they have evolved, you can read our article on [UK TV ratings explained](/entertainment/uk-tv-ratings-explained).
ATV’s Enduring Influence
Associated Television’s contribution to British broadcasting is immeasurable. From its star-studded variety shows to its groundbreaking dramas and its pioneering regional news service, ATV played a pivotal role in shaping the television landscape for over 25 years. The company’s influence can still be felt today, not only in the programme archives but also in the structure of the ITV network itself. The emphasis on strong regional identities, a key tenet of the modern ITV, has its roots in the lessons learned from the ATV era.
For those interested in the broader history of British television, the [official BBC website](https://www.bbc.co.uk/historyofthebbc/) offers a wealth of information. And for a deeper dive into the world of Doctor Who, a show that has been a cornerstone of British television for decades, the [Tardis Data Core](https://tardis.fandom.com/wiki/TardisDataCore) is an invaluable resource. You can also explore the [complete history of Doctor Who](/cult-tv/doctor-who-complete-history) on our site.
About This Site
This website is dedicated to celebrating the rich history of British television. From the golden age of ATV to the latest streaming sensations, we aim to provide a comprehensive and engaging resource for television enthusiasts. We are passionate about preserving the legacy of these iconic shows and broadcasters, and we hope you will join us on this journey through the annals of television history. For more on the enduring power of British soap operas, check out our article on how [EastEnders’ storylines defined a generation](/soap-news/eastenders-storylines-defined-generation).