Until 1968, weekend viewers of ITV in London had been entertained by ATV, which held the franchise from Friday evening through to Sunday night. But its output was deemed unchallenging, not least by BBC star David Frost. When the ITA advertised a new franchise round, he inspired a team of wealthy, influential and cerebral colleagues to form the London Television Consortium and bid for the slot. The authority was so impressed by the promised mix of on-the-pulse entertainment, highbrow dramas and arts programmes, that they awarded the franchise to Frost's consortium. As 'London Weekend Television', the company went on air in 1968, initially from Associated Rediffusion's former Wembley studios. They switched to purpose-built facilities on the South Bank in 1972, which became The London Studios in 1992. These are now ITV's London production headquarters.