The solution was to create a holding company for the selling of airtime in both television regions but with each company retaining its own separate identity and management control. The creation of the company created the second largest ITV sale area with 16%. Although Yorkshire had engaged in discussions with Anglia Television in early 1969 over shared use of outside broadcast units and regional offices as a cost-cutting measure, Anglia were never considered as potential partners for the new holding companies' interests. The third 'prong of the trident' therefore became the non-television interests of the company. However, in separate developments the Belmont transmitter was reallocated to Yorkshire in 1974.