Coronation Street is a British soap opera created by Granada Television and shown on ITV since 1960. The programme centres around Coronation Street: a cobbled, terraced street in Weatherfield, a fictional town based on inner-city Salford. Originally broadcast twice weekly, the series began airing six times a week in 2017. The programme was conceived by scriptwriter Tony Warren. Warren's initial 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, and the show has since become a significant part of British culture. Coronation Street is made by ITV Granada at MediaCityUK and shown in all ITV regions, as well as internationally. In 2010, it became the world's longest-running television soap opera.