of the BBC. Two and a half months after ITV began broadcasting again, it was finally ready to air additional original programming and viewers began switching back. This strike was to be the last major strike for ITV as the power of the broadcasting unions began to wane, even though minor disputes plagued the television industry in the 1980s, and the dispute was the longest in the history of British television. 1982–1990 On 28 December 1980, the IBA announced via Lady Plowden, the then chair of the IBA, that it had reviewed the ITV broadcasting licences again, for contracts beginning on 1 January 1982. A few changes were made to the ITV structure, with the creation of dual regions for the South and South East, and the East and West Midlands. These regions were created following the push for more regional news. The company operating these regions had to provide a regional news service for both regions and provide studio facilities in both areas. The franchise round concluded with the following changes: ATV was re-awarded its contract for the dual Midlands region, but was considered by the IBA to have not focused on the region enough. As a result, changes were ordered including the diluting of existing shareholdings, greater production facilities in the contract area and the sale of ATV Elstree Studios; to emphasise these actions the company was told to rename itself. It settled on the name Central Independent Television. Southern Television lost its licence for the South and South East England, in favour of South and South-East Communications, but later renamed Television South (TVS). Westward Television also lost its licence for South West England, being replaced by Television South West (TSW) before ended up taking over Westward Television on 11 August 1981, but continued to use the Westward Television name until 1 January 1982. The new nationwide breakfast television service was awarded to TV-am. Trident Television was ordered to sell the majority of its holdings in Yorkshire Television and Tyne Tees Television, and the two companies became independent of each other again. The Bluebell Hill transmitter in Kent was transferred from Thames Television/LWT to TVS, to increase the size of TVS' South East sub-region. This period saw the ITV companies, and the BBC, expand their services further into the day than previously. A large part of this was a result of the franchising of a breakfast service in