The ITA awarded Westward Television the franchise to broadcast to the South West of England. They started programmes on 29th April 1961. After a shaky start, the station became well established and popular, so much so that people still refer to ITV as Westward. Chairman Peter Cadbury named the franchise after his favourite golf course, Westward Ho! Cadbury was always at loggerheads with the IBA and the Inland Revenue over what he felt were unfair levies on advertising revenue. Westward were always having boardroom disputes. On 28th December 1980, Westward were showing their own programme (Drake's Progress) on the ITV network when a commercial break during the show was interrupted by a newsflash to announce that they were losing their franchise. The board sold everything to TSW and walked away on August 11th 1981, nearly 4 months before the new franchise was due to be launched. TSW took over and retained the Westward identity until the end of 1981.