Coronation Street is a British soap opera created by Granada Television and shown on ITV since 9 December 1960. The programme centres on Coronation Street in Weatherfield, a fictional town based on inner-city Salford. In the show's fictional history, the street was built in 1902 and named in honour of the coronation of King Edward VII. The show airs six times a week: Monday, Wednesday and Friday 7:30-8 pm and 8:30-9 pm. Since 2017, ten sequential classic episodes of the series from 1986 onwards have been broadcast weekly on ITV3. The programme was conceived in 1960 by scriptwriter Tony Warren at Granada Television in Manchester. Warren's initial kitchen sink drama proposal was rejected by the station's founder Sidney Bernstein, but he was persuaded by producer Harry Elton to produce the programme for 13 pilot episodes. Within six months of the show's first broadcast, it had become the most-watched programme on British television, and is now a significant part of British culture. The show has been one of the most lucrative programmes on British commercial television, underpinning the success of Granada Television and wider ITV network.