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The ITA was responsible for determining the location, constructing, building, and operating the transmission stations used by the ITV network, as well as determining the franchise areas and awarding the franchises for each regional commercial broadcaster.
The ITA determined that the first three franchise areas would cover the London area, the Midlands, and the North of England (basically the Lancashire/Yorkshire belt of industrial cities from Liverpool to Hull, with the surrounding countryside).
The ITA awarded franchises to applicant companies, selecting between applicants on the basis of the financial soundness of the company, the proposals for the service to be offered, and often on connections between the applicant company and the area to be served.
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