Granada Television was a regional television company based in Manchester. It was a subsidiary of Granada Ltd, incorporated in 1934 by brothers Sidney and Cecil Bernstein. Sidney Bernstein founded Granada Television in 1954, building new studios on Quay Street in Manchester. It was one of the original four recipients of an Independent Television Authority franchise, and as ITV Granada is the only surviving original franchisee. In 1954, the Independent Television Authority (ITA) awarded Granada the weekday contract for broadcasting to the North of England. Granada transmitted programmes using the ITA's Winter Hill and Emley Moor transmitters. The range covered Lancashire and the West and East Ridings of Yorkshire. Bernstein developed a distinctive northern identity for the company, using northern actors and programming relevant to the region, and refused to employ anyone who was not prepared to live in or travel to Manchester. Granada Television began broadcasting in Lancashire on 3 May 1956. It was the fifth franchise to go to air. Programmes began to air in Yorkshire in November 1956. The company initially struggled financially, thanks to the cost of the new studios and the expense of establishing a new broadcasting company. However, by the early 1960s, Granada had established itself as a broadcaster, building its success around the soap opera Coronation Street quickly and inexpensive game shows such as Criss Cross Quiz and University Challenge. With the renewal of franchises in 1968, Granada saw its contract change from broadcasting on weekdays across the northern England region to broadcasting for the entire week in the northwest region. Transmissions continued from Winter Hill transmitting station. Granada’s Yorkshire area was transferred to the new Yorkshire Television station, which broadcast from Emley Moor transmitting station. In the 1980 review of franchises, Granada retained its contract. The company invested in lavish dramatic serial productions such as The Jewel in the Crown and Brideshead Revisited. By the end of the decade, the ITV franchises worked together to consolidate independent broadcasting in larger companies, with the aim of competing more effectively in the world market. Under the terms of the 1990 Broadcasting Act, independent television companies had to bid for regional broadcasting contracts. There was a ‘quality threshold’ requirement which protected established companies like Granada from competition from newer companies bidding for the same contract. Granada retained its franchise. Relaxation of some regulations meant that Granada was able to buy several smaller companies, protecting itself from competition from emerging satellite broadcasters, such as BSkyB. By 2002, Granada and Carlton Television were the two main companies in the independent television network. Granada Television became ITV1 Granada in October 2002. Initially, the Granada name continued to be shown before regional programmes, but this soon ended. Granada merged with Carlton to form ITV plc in February 2004. The Granada logo continued to appear at the end of its own programmes until November 2004, and from September 2005 the Granada name was no longer used.