 Supporters of ITV, which had faced strong political opposition, argued that the Truce had little to do with social responsibility and was simply a way to give the BBC an unfair advantage.The ITA had encouraged the ITV companies (Granada, ABC Television, ATV and Associated-Rediffusion) to seek abolition of the Truce.Action was taken finally in July 1956, probably the result of a lack of effective cooperation between the companies rather than political objection.