The first Associated Rediffusion authority announcement, and thus ITV’s very first announcement of any kind.

Noticeable is how the pattern for announcements had not yet been set. A slogan – This is London – gets a look in, but the ITA do not.

The channel gets a mention, but so does the VHF band. Also missing is the word ‘weekdays’ – a word that was not available in English at the time, so the rather longer circumlocution “every week from Monday to Friday” has to be used.

Complete audio for the station’s evening start-up, from which the above excerpt is taken. It begins with variations on the traditional tune British Grenadiers and includes a fanfare by Charles Williams, closing with an excerpt from Elgar’s Cockaigne overture.

Using the same script as the above, the voiceover here is spoken by a female announcer, probably Muriel Young (or possibly Shirley Butler). The opening music is from the Prelude to Richard Addinsell’s orchestral suite based on his music for the 1945 David Lean film Blithe Spirit. This startup was probably used to open afternoon transmissions, but only for a brief period immediately after broadcasts began in September 1955.

A year later, and the announcement has been significantly simplified: the Independent Television Authority receives what is by now its required mention. This announcement preceded Eric Coates’ Music Everywhere, used September 1956 to late 1957.

Another year further on, and the pattern of authority announcements is now set. A-R complies with Redvers Kyle – one of the quintessential voices of ITV – reading an announcement that provides everything the ITA could want. Gone now is the ident in the middle of the announcement, and also – in fallout from the Suez crisis – the some might say militaristic tune that accompanied the first announcement. Instead, this announcement was accompanied by S. Bates’ Associated-Rediffusion March, used from 1958-64.

Several years later, Redvers Kyle (for once again, it is he) adopts the ‘voice of god’ tones of Mitchell for the final version of the announcement.

The whole look of the station has been lightened, the name simplified and the heavy music of the past changed for The Widespread World of Rediffusion, a Dankworth piece which has never dated (except, perhaps, for the ‘summer holidays’ middle) and gives a thrill of anticipation as it builds to a climax.

The Swinging Ident

1964, and a relaunch of station identity – in order to compete effectively with the new BBC-2 – brought A-R firmly into the 1960s and saw the London weekday ITV service itself renamed ‘Rediffusion, London’.

The adastral rotated anticlockwise constantly, unlike the ‘clockwise then stop’ of the A-R idents.

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Viewers saw a tuning signal in the form of a cross, accompanied by tone. This was followed by a card bearing the legend. “Opening Night Independent Television Service Channel 9,” over which viewers heard a piece of music consisting of variations on the traditional tune ‘British Grenadiers’, building slowly to a climax.

Leslie Mitchell, the former voice of the BBC Television Service, announced for the first time, ‘This is London.’ A fanfare by Charles Williams was heard as Associated-Rediffusion’s Adastral logo, with the company name and channel number beneath, formed up for the first time.

Mitchell went on, ‘This is Channel Nine, on Band III, which brings you programmes by Associated-Rediffusion, every week, from Monday to Friday.’ He was followed by an excerpt from Sir Edward Elgar’s ‘Cockaigne Overture – In London Town’. The station clock reached 7:15 pm – and Independent Television was on the air.

Then followed a short film, with voiceover by Associated-Rediffusion’s Deputy Controller, Cecil Lewis, telling the history of London – and of broadcasting itself, the pictures showing images of London, brief shots of Marconi and Alexandra Palace, Television House under reconstruction, and ultimately the face of the Guildhall with its Latin inscription, “Domine, dirige nos!”.

Lewis, on film, called the A-R outside broadcast staff to readiness, and ‘handed over’ to the live coverage, which focused initially on the guests filling their seats in the Guildhall.

The Hallé orchestra, conducted by Sir John Barbirolli, played Elgar’s overture live, in its entirety, followed by the National Anthem. And at 7.45pm, the speeches began, regarded by some commentators (notably the Daily Mirror the next morning) as the low point of the evening.

The Lord Mayor of London, the Postmaster-General Sir Charles Hill and Sir Kenneth of the ITA all said their pieces, and finally things livened up as control was handed over to the then-ABC at the Wood Green Empire for a variety show, “Channel Nine”, produced by Bill Ward, formerly of the BBC and later to become a major executive producer of ITV sports programmes.

There were drama sketches. A boxing match. Four-minute-miler Chris Chataway read the first news from ITN in record time, which included coverage of the trial of Jack Spot at the Old Bailey – another first in British broadcasting history. Live coverage of the opening night party, “Gala Night at the May Fair” featured Leslie Mitchell and Shirley Butler talking to attendees including Pat Weaver, head of NBC, who called the opening “fantastic”. At 11.05,Independent Television closed down with a solemn prayer.

A-R management – and in particular Roland Gillett, the company’s first Controller of Programmes – breathed a sigh of relief. All had gone to plan. The country’s first television advert – for Gibbs SR toothpaste – aired (complete with countdown – oops), and the night was a success. Previously A-R and ATV had agreed to give the proceeds from the evening’s commercials to charity. All that remained was to tot up the figures for this successful night.

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