ATV - originally known as the Associated Broadcasting Company - was awarded the franchise to broadcast to London and surrounding counties at weekends from 24th September 1955. They started as ABC, but three weeks later changed to Associated TeleVision (ATV) as there was an ABC already and they threatened legal action. ATV was also awarded a weekday franchise to broadcast to the Midlands and commenced broadcasting on 17th February 1956. ATV London ended on 28th July 1968 as the ITA awarded the franchise to the London Television Consortium. However, ATV were awarded the Midlands franchise 7 days a week (as ATV Network) and this began the day after. ATV eventually had to sell 49% of the company and on New Year's Day 1982, ATV disappeared forever and Central was born.