In June 1967 the Independent Television Authority (ITA) had announced changes to the structure and contracts of the ITV network in the United Kingdom, to take effect in July 1968.

[3] The UK press decided that the most dramatic news was the loss of the Wales and West contract,[4] held by TWW since 1958,[5] to a consortium headed by and named after Lord Harlech.

[9] However, the new licence holder, Harlech Television, intended to dismiss all the on-screen personnel of TWW, and launch with a fresh team.

[11] It eventually became clear to the board that to raise the maximum amount of money for shareholders, they should "sell" the last part of the broadcast contract to Harlech.

A temporary ident was designed, with four white horizontal bars shooting towards the viewer, electronic music and the name revealing itself a line at a time.