The bids from LondonTV and London8 would have been interesting to see on-air. London8 had ITN as one of its backers and was planning to go big on news. LondonTV had lined up CityTV Toronto's ex Head of Programming. Arguably either of these bids would have produced stronger television. When you look at the applications, IMHO London Live won simply on the strength of being able to say that it would heavily cross promote the channel in the Evening Standard. Very little focus on programming and content from the word go!