Welcome to our section looking at the idents and continuity used on London Weekend between 1971 and 1978
This was the look which introduced the river ident – a variant of which would stay with the company until it lost its identity in 2004 when ITV PLC was formed.
LONDON WEEKEND IDENT (27th DECEMBER 1970)
This look was called the river ident, this look would stay with the company until the late 1990s, in different forms. Despite now being in the colour era, this ident isn’t – this was due to a colour strike where industrial action meant that programmes were going out in black and white (most viewers at the time would not have noticed as colour sets were extremely expensive at that time.
LONDON WEEKEND IDENT (6th DECEMBER 1974)
This look was called the river ident, this look would stay with the company until the late 1990s, in different forms
LONDON WEEKEND FRONTCAP (6th DECEMBER 1974)
This frontcap was used to introduce the children’s programme Just William – in this he is bursting through the LWT ident
