Can't remember it's name, I think it was one of the Welsh ITV companies that went bust. It didn't get much advertising because it's fanchise area had a sparse population. The solution was to tag it's area onto a neighbouring franchise area.
In fact, a lot of the new ITV companies came perilously close to financial collapse. Once established, however, they were referred to by one owner as being the nearest thing to being given a licence to print money!
Found it:
https://en.m.wikipedia.org/wiki/Wale...rth_Television