Helm's association with the BBC ended in 1981 with a move to ITV company Yorkshire Television, replacing Martin Tyler as the regional station's football commentator.
At the end of his first season he was rewarded with a berth on the ITV team for the 1982 World Cup in Spain, covering all of Scotland's matches and the second round group featuring Italy, Brazil and Argentina.
He was subsequently part of the ITV team at the 1986 FIFA World Cup in Mexico, covering a number of key live games including two of Scotland's matches and a second round meeting between Italy and France.
ITV won exclusive rights to live Football League coverage in 1988, but Helm was not to provide commentary on any of their games during the four-year contract, reporting only on highlights.
Helm had a minor role at Euro '96 in England, and the arrival of Peter Drury in 1998 meant that he had no part to play in the network's coverage of that year's World Cup in France.