The Independent Television Authority awarded HTV (Harlech Television) its franchise in July 1967, replacing the previous incumbent, TWW. Though no official explanation was given, it was thought that TWW’s choice to locate its headquarters in London instead of the transmission region was a significant factor in the decision. In contrast, HTV established its headquarters within the transmission area, utilising TWW’s former studios in Pontcanna, Cardiff and Bath Road, Bristol. TWW declined to invest in the new consortium and chose to cease broadcasting on Sunday, 4th March 1968, selling its remaining airtime to HTV for £500,000. As HTV was not yet prepared to launch, a temporary, unbranded service was provided by former TWW staff until HTV’s official launch on Monday, 20th May 1968.