In 1954 the Independant Television Act of parliament provided for the formation of the Independant Television Authority  ( ITA ). Thus breaking the monopoly of the BBC.

On November 22 1954 the formation of Associated Rediffusion was announced as a joint venture by Broadcast Relay Limited ( Rediffusion ) and Associated Newspapers Limited, to be the first ITA programme contractor for the London area from Monday to Friday each week.
Broadcasting commenced from the Crystal Palace transmitter on September 22 1955 serving the London Area on VHF Band III  Channel 9  405 lines.  As all previous transmissions by the BBC had used the lower VHF band I, it was necessary for viewers to the new ITA stations to have a Band III aerial installed and  BBC only television sets had to be fitted with a Band III converter to receive the new station.

Associated Rediffusion Heaquarters were located at
Television House, Kingsway London.

In 1964 Associated Newspapers withdrew their stake in the company and Associated Rediffusion siezed the opportunity to rebrand itself  Rediffusion Television Ltd  with the On-Air Logo  Rediffusion London.

By 1967 ITA programme contractors were reshuffled with Rediffusion Television Ltd being forced into a merger with ABC Television ( the IBA contractor providing weekend programming ) with the emergence of a new Company, Thames Television in which Rediffusion had a 50% holding.

It was in July 1968 that the name Rediffusion disappeared from TV screens in the UK but the Rediffusion Group activities were growing at a fast rate in television manufacture and rental, and other diversified areas nationally and overseas.

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