ATV Midlands (solemn version, 1997) by @WestKnightTV (West Knight)

The new franchise method in 1990 brought little damage to ATV, as they successfully held on to their license. Thinking no-one's bidding against them, they bet 2000 pound into the ring, the least amount paid to the government among the regions. With the resources saved, ATV streamlined their existing stripes in their 1993 package.

The new symbol was partly based on the stripes, and more from the AFD logo in the 1970s. Considering AFD was formed by EMI and ITC (which was once owned by ATV), I think this is a nice touch.

By 1997, a more sombre variant was seen on screen, following the tragic demise of Princess Diana. With only the silver symbol and the plainer black backdrop, this was seen in between the rolling news coverages at the time.

A Side7 exclusive. Standard version of the ident can be seen here.

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