The physics of VHF broadcasting meant that a comparatively small number of transmitters could cover the majority of the population of Britain, if not the bulk of the area of the country. The ITA determined that the first three franchise areas would cover the London area, the Midlands, and the North of England (basically the Lancashire/Yorkshire belt of industrial cities from Liverpool to Hull, with the surrounding countryside). All three franchise areas would be awarded on a split weekday/weekend basis, and it was envisaged that the franchise holders for these areas would produce the great bulk of network programmes, while the companies given the smaller franchises would mainly produce local programmes for their area only.
The ITA awarded franchises to applicant companies, selecting between applicants on the basis of the financial soundness of the company, the proposals for the service to be offered, and often on connections between the applicant company and the area to be served.
Franchises were initially awarded between 1954 and 1961, with the new television stations usually coming on air 1-2 years later. In September 1963 the ITA invited new applications for franchises to run from July 1964 for three years or until the arrival of ITV2[?], whichever came first (in the event, ITV2 did not arrive until ca. 2000!), but in fact no changes were made to any franchise holders at that time, except for confirming the merger of the Wales and the West franchise held by TWW and the Wales West and North franchise held by WWN following the financial collapse of WWN.
Initial franchises were awarded in 1954
On September 22 1955 the ITV service opened in the London area, where the ITA transmitter could reach a population of nearly 12 million. The first commercial on British television was for Gibbs SR toothpaste.
Franchises awarded in 1956:
Franchises awarded in 1957:
Franchises awarded in 1958:
Franchise awarded in 1959:
Franchises awarded in 1960:
Franchise awarded in 1961:
When WWN went on the air on September 14, 1962, the ITV System was completed. However, due to the late commissioning of two of WWN's three transmitters, the company never received more than half the projected income and the company failed in January 1964; the two Welsh franchises were consequently merged, with TWW broadcasting to the whole of Wales.
The 1967 franchise review involved substantial changes:
The 1967 franchises were subsequently extended in stages to expire in 1976, then 1979, and finally to expire on December 31 1981. See the entry for the IBA[?] for details of the 1981 and 1991-2 franchise rounds.
The Sound Broadcasting Act of 1972[?] gave the ITA responsibility for organising commercial radio in the UK, and reconstituted the ITA as the Independent Broadcasting Authority[?] (IBA). The IBA was subsequently replaced by the Independent Television Commission (ITC) under the provisions of the Broadcasting Act of 1990[?].