ATV was a regional ITV franchise-holder operating from 1955.

The company broadcast in London at weekends until 1968 (when LWT took over), and on weekdays in the Midlands from 1956 to 68, then all week until New Year's Eve 1981.

In 1981, after a number of controversies regarding its regional programming, the company was divided, rearranged and reborn as Central Independent Television on 1st January 1982.

However, in 1994, Central was bought by Carlton (who had held a share of the company since the early 1980s), which merged with Granada in 2004 to become ITV plc.