ITN had been ITV's news provider since the channel's launch in September 1955. News updates from ITN tended to run 14 minutes in length at most, with no fixed broadcast time. From his arrival in 1956, ITN editor Geoffrey Cox had consistently argued to the Independent Television Authority that ITN should be providing at least one news bulletin of substantial length, in order to cover and analyse major news stories more closely. ITV argued against the idea of a 30-minute evening bulletin, insisting a news programme of such length would eat into its primetime entertainment schedule and turn viewers away from the channel, but the ITA granted Cox's wish in 1967. ITV reluctantly agreed to give the proposed bulletin – a Monday-to-Friday programme, fixed at 10pm – a 13-week trial run to test its success.