In the summer of 1968, the ITA decided to open tenders for a national early-morning broadcaster, to provide services between, at first, seven and nine in the morning. TV-am, a joint venture between the Lendrins Television Consortium and ABT, were successful, and the service finally launched on 1st November of that year.
TV-am lost its franchise to Sunrise Television. Shortly after winning, it changed its name to Good Morning Television following complaints by ASkyB. Shortly after losing its franchise to Sunrise in the 1991 franchise round, TV-am donated all of its material to the Moving Image archive.