When the ITA advertised for bids for the Northern Ireland franchise in 1958, two bids were made. One bid was submitted by The Duke of Abercorn with support from The Belfast Telegraph, the other by The Earl of Antrim with support from Sir Laurence Olivier and The News Letter. The ITA decided to ask them both to work together, eventually they agreed and Ulster Television began broadcasting at 4.45pm on Saturday 31st October 1959 with Lord Wakehurst (Governor of Northern Ireland) and Sir Laurence Olivier launching the channel. On 4th June 1993, the name was changed to UTV with the tagline "It's all about U." In October 2015, UTV announced that they were being sold to ITV plc, however ITV decided to keep the UTV name rather than call them ITV Northern Ireland. Up until ITV took over, UTV still had in vision continuity.