While no official reason was given for the decision, it was believed TWW's preference to base its corporate headquarters in London, rather than within the region, was a key factor.

Harlech pledged to locate its headquarters within the transmission area, based at TWW's former studios at Pontcanna in Cardiff, and at Bath Road in Bristol.

TWW refused to purchase shares in the new consortium and opted to cease broadcasting early on Monday 4 March 1968, selling its remaining airtime to Harlech for £500,000.

The initial Harlech board of directors boasted a high-profile line-up including actor Richard Burton and his wife Elizabeth Taylor, opera singer Sir Geraint Evans, entertainer Harry Secombe, millionaire businessman John James and veteran broadcaster Wynford Vaughan-Thomas.

HTV Cymru's nightly news programme Y Dydd aired each weeknight in a 6 pm timeslot shared with its English counterpart Report Wales.

Alongside current affairs, features and entertainment programming, the company pioneered a wide range of Welsh output for children and young people including Miri Mawr, Ffalabalam and pop magazine show Ser.

[6] HTV Wales produced far less drama output, although they were contracted to make the ten-part Return to Treasure Island for The Disney Channel in 1985.

HTV also began to supply local commercial playout for both S4C and the new Channel 4, which at that time, carried regional advertising in the West.

However, they were forced into cancelling their planned afternoon feature for reasons that connected into HTV's transmission delays that were caused by the fire;[7] the programme was replaced with Sesame Street for the day.

[7] Further technical innovation was implemented in 1988, when HTV opened a new presentation facility at Culverhouse Cross, becoming the first UK broadcaster to install Sony Library Management Systems which allowed the automated playout of cassette tapes.

[9][10][11] Due to delays in signing its licence agreement in the franchise renewals of 1991, Westcountry Television contracted with HTV to provide its presentation operations and this service made use of the third LMS machine, fitted with updated VTRs.

During the same 1991 ITV franchise round, the ITC had initially considered disqualifying HTV's bid because of its business plan, but it was ultimately allowed to proceed.

Due to the size of the bid for the franchise, the company had to make considerable savings in order to cover the increased cost of the licence.

[17] In October 1996, United News and Media agreed to buy Scottish Television's 20% stake in the company,[18] ending Carlton's interest about a buyout.

In an interview with the Western Mail, the head of news and programmes, Phil Henfrey, confirmed ITV Wales would decide whether to stay at the site or re-locate to new, smaller premises in another part of Cardiff.

The ground, on which Culverhouse Cross Television Centre was located, was sold to Bellway and entirely redeveloped as St Lythans Park, a small housing estate.

Prior to digital broadcasting, the transmitter distribution system continued to permit the sub-grouping of west and north Wales, echoing the historic VHF regional configuration.

Due to criticism from viewers in the West of England, concerning the bias towards Wales that Harlech presented, the new logo featured the letters 'HTV'.

The white logo on blue background was seen plain when both Wales and the West received the programme,[31] but would otherwise have the region name included.

[33] Following the launch of S4C on 1 November 1982, all Welsh language programming was transferred to the new service, and the Wales ident was amended so that only the 'Wales' part was displayed at the top of the logo.

[31] On Sunday 1 January 1995, the ident was re-altered to include small triangles which grew and combined to form the triangular 'V' and the remainder of the HTV logo.

The accompanying music was stronger than its predecessor, and the colours were warmer than previous, with a gold HTV and a changing blue, green background and remained on screen for four years until 7 March 1999.

The resultant idents featured Carlton's 'Star' opening films, before the screen flashed white, drawing back to become the 'V' in the HTV logo against the spinning hearts background as used previously.

[31] When Granada and Carlton introduced national ITV1 branding to all stations in England and Wales on 28 October 2002, the HTV channel identity ceased to be used for presentation.

Originally, prior to regional programming, an ident featuring the celebrity package was used, with an ITV1 logo placed above a small West of England caption to the left of the screen.

The HTV brand was retained for local News programmes until Granada and Carlton merged on 2 February 2004 to create ITV plc.