The new ATV was an amalgamation of its previous Midland and London operations.
From London:
The ‘startup’ changed to the London arrangement – The Midlands had always used the ‘distorted’ ‘Associated Television Ltd’ zoom (with the words missed off from 1966), with the announcer giving his name as part of the Authority Announcement at the end of the music (at 4:45pm) – very friendly!.
On Monday 29th July 1968, the Authority Announcement moved to follow the tone at the start of the music (now devoid of the announcer’s name and ‘Monday to Friday’, but gaining channel’6’) Predictably, the ‘ATV MIDLANDS’ zoom now appeared with the region name zooming in synchronised with the 3 bongs, and then switching to the clock (on most days).

From the autumn, the ATV/ITC film series were moved from weekdays to weekends – e.g. ‘The Saint’ to 7:25pm on Sundays, and ‘Joe 90’ on Sunday afternoons. (Interestingly, LWT was not averse to taking these, although Yorkshire often didn’t or moved them to off peak times.)

‘Star Soccer’ (with generic ‘ATV PRESENTS’ symbol at the start) with Hugh Johns replaced ABC’s ‘World of Soccer’ with Barry Davies – now with Midlands teams each week. – ABC had understandably given priority to the big northern teams.

‘Golden Shot’ was also famously moved to Aston – remember Anne Aston?

From the Midlands:
Regional programmes continued from Tinghar and Tucker, through the regional news to Crossroads, and also some late evening programmes. – This left the evening clear for entertainment, of course.

The identity including the ATV MIDLANDS zoom. – The announcer always added ’THE’ before ‘Midlands’. The clock continued to be in the bottom half of the ATV symbol. (London had top half.)

Its 3 announcers of Mike Prince (who opened up on the 29th), Pat Astley, and Joan Palmer continued and worked weekends as well (with only the occasional ‘relief’).

Oddity:
On 29th July, the ITA changed the test card and Picasso to carrying the company names (except London on the 30th – I assume!). I saw this for Yorkshire (on Emley Moor) and Anglia (on Sandy Heath).
However, for Lichfield, the test card continued as ‘ITA Lichfield Ch8.Membury Ch12’, and the Picasso stayed as ‘ITA MIDLANDS’ – well into 1969!!! One Saturday, there was ‘ITA ATV Network’ on the test card, but by Monday all wording was removed from it. It took a month or so for ‘ITA ATV’ to appear on both, and so it stayed.
Any ideas?