HTV (Harlech Television) was awarded its contract by the Independent Television Authority in July 1967, replacing the incumbent TWW. While no official reason was given for the decision, it was believed TWW's preferral to base its corporate headquarters in London, rather than within the region, played a key factor. Harlech would base its headquarters within the transmission area, based out of TWW's former studios at Pontcanna in Cardiff and Bath Road in Bristol. TWW refused to purchase shares in the new consortium and opted to cease broadcasting early on Sunday 4 March 1968, selling its remaining airtime to Harlech for £500,000. As the new service was not ready to launch, an unbranded emergency service was provided by former TWW staff until Harlech's launch on Monday 20 May 1968