ATV held the ITV franchises for the weekend services in London from 1955 to 1968 & the weekday service in the Midlands from 1956 to. 1968. The London service was the second ITV franchise to go on air on 24 September 1955 and the Midlands service went on air, as the 3rd franchise to launch, on 17 February 1956.

In 1968, they gained the weekend franchise for the Midlands, launching a 7 day service.

Lew Grade controlled ATV and this meant that they were responsible for some of ITV's main light entertainment output.

They also had some of the most iconic and recognisable idents ever seen on ITV - here are the main ones from 1955 to 1982, recreated by me in Motion 5.

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