During the 1970s, ATV received much criticism over its lack of local programming, particularly for the east of its region; such critics held that local shows had a Birmingham focus. In 1980, the Independent Broadcasting Authority (IBA) decided that ATV's lack of regional programming and production (it had a major studio centre at Elstree in Hertfordshire, a legacy of its London contract, well outside its Midlands franchise) was hampering the region, so it insisted that the new applicant for the franchise be more clearly based in the region and have separate facilities for the East and West Midlands.