Associated Television
On Saturday, the 24th of September 1955, a new television service began broadcasting from London. This was the second Independent Television Authority franchise to go on air. The company started as Associated Broadcasting Company Limited before changing its name just three weeks later. Lew Grade designed the logo during a transatlantic flight back from the United States. He created a shadowed eye inspired by the CBS logo. The first ident featured a single eye shape that moved to reveal the letters ATV inside. Each letter animated in time with one of three musical notes played on the score. The caption below read Associated TeleVision Ltd., which remained the only time the station's full name appeared in an ident.
ATV won two contracts for the ITV network. The weekend contract for London ran from the 24th of September 1955 until the 28th of July 1968. The weekday contract for the Midlands opened on the 17th of February 1956 and continued until the 29th of July 1968. During this period, ABC Weekend TV provided the weekend programmes for the Midlands region. In 1968, ATV lost its London franchise to the London Television Consortium. The company retained the seven-day service for the Midlands region starting the 30th of July 1968. This new arrangement lasted until 00:34 on Friday, the 1st of January 1982. The final closedown was marked by a tribute from original announcer Shaw Taylor before Mike Prince signed off with the National Anthem.
For most of its history, ATV produced content at Elstree studios in Hertfordshire near London. The company acquired these film studios in May 1958. One of the first productions filmed there was The Adventures of William Tell. The first of four electronic production studios opened in November 1960. Playout and presentation for ATV London operated from Foley Street in Central London. ATV's Midlands studios were originally based in Aston, Birmingham under the banner Alpha Television. A large state-of-the-art television studio called the ATV Centre was built off Broad Street in Birmingham. This facility replaced the Aston studios which were sold. The ATV Centre remained in use until 1997 when two production studios were mothballed due to falling demand.
The shadowed eye logo became one of the most recognizable symbols in British broadcasting. In 1959, the ident changed to feature five stripes containing the letters ATV. Three vertical stripes held the animated letters while another housed the station times. A horizontal stripe displayed the caption Presents inside. The next version launched in 1964 added either the region name below or the word Presents for outside broadcasts. The most famous ident arrived in 1969 called Zoom 2. It heralded colour broadcasts with three lightspots of red, blue and green combining into six colours above the caption In Colour. The score featured four trumpets, four trombones, timpani and vibraphone arranged by Angela Morley. This ident ran from 1969 until the ATV name ceased usage in 1982.
ATV produced a wide range of variety and light entertainment programmes during its operational years. Notable productions included The Adventures of Robin Hood and The Muppet Show. Crossroads served as a long-running soap opera that continued after ATV's rebranding. Tiswas was a popular children's programme that gave the building its nickname ATV Land. Other shows included Bullseye, Family Fortunes, and Emergency Ward 10. The company also distributed ITC programmes throughout the UK and exported ATV productions internationally. Music publishing division ATV Music published theme tunes composed by in-house composers. This division eventually acquired Northern Songs which held the Beatles' publishing rights before merging into Sony/ATV Music Publishing.
During the 1970s, ATV faced criticism for lacking local programming especially for the eastern part of its region. Critics argued that local shows had too strong a Birmingham focus. In 1980, the Independent Broadcasting Authority decided ATV's lack of regional production hampered the area. The authority insisted any new applicant be clearly based in the region with separate facilities for East and West Midlands. ATV ceased broadcasting at 12:34am on Friday the 1st of January 1982 following Scottish Television's Hogmanay Show. The newly formed Central Independent Television began broadcasting at 9:25am that morning. ACC was forced to sell 49% of the company and relinquish executive roles as conditions for keeping the franchise.
Central inherited the studios at ATV Centre Birmingham along with land purchased for a Nottingham studio centre. The Elstree centre was sold to the BBC around £7 million in 1983. It now serves as home to the soap opera EastEnders. The East Midlands Television Centre in Nottingham opened operation in September 1983 but officially opened by Prince Philip in March 1984. This studio was eventually sold to the University of Nottingham in 2004. Most of ATV's and Central's programmes are archived there today. PolyGram Filmed Entertainment bought ITC for $156 million in January 1995. Carlton Communications acquired rights to the ATV logo and library for £91 million in early January 1999. Granada plc merged with Carlton in 2004 taking ownership of all national archive programming.
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Common questions
When did Associated Television start broadcasting from London?
Associated Television began broadcasting from London on the 24th of September 1955. This was the second Independent Television Authority franchise to go on air.
What dates did Associated Television hold its contracts for London and the Midlands?
The weekend contract for London ran from the 24th of September 1955 until the 28th of July 1968. The weekday contract for the Midlands opened on the 17th of February 1956 and continued until the 29th of July 1968 before ATV retained a seven-day service starting the 30th of July 1968.
Where were the main studios located for Associated Television during its history?
For most of its history, Associated Television produced content at Elstree studios in Hertfordshire near London after acquiring them in May 1958. The company also operated from Foley Street in Central London for playout and maintained the ATV Centre off Broad Street in Birmingham which remained in use until 1997.
Which famous shows did Associated Television produce including The Adventures of Robin Hood?
Associated Television produced notable programmes such as The Adventures of Robin Hood, The Muppet Show, Crossroads, Tiswas, Bullseye, Family Fortunes, and Emergency Ward 10. The company also distributed ITC programmes throughout the UK and exported productions internationally.
When did Associated Television cease broadcasting and what replaced it?
Associated Television ceased broadcasting at 12:34am on Friday the 1st of January 1982 following Scottish Television's Hogmanay Show. The newly formed Central Independent Television began broadcasting at 9:25am that morning to replace the service.