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Coronation Street is a British soap opera that debuted in 1960 on Granada Television. It was quickly syndicated on other ITV channels. The show follows the lives of the residents of Coronation Street in Weatherfield, a fictional district of Salford, and revolves on its terraced dwellings, cafe, corner shop, newsagents, textile factory, and the Rovers Return pub. Local scriptwriter Tony Warren created the show in 1960 at the newly formed Granada Television in Manchester. Warren's initial kitchen sink drama proposal was rejected by the station's founder, Sidney Bernstein, but he was persuaded to produce the program for thirteen pilot episodes by producer Harry Elton. It debuted on British television on December 9, 1960, and within six months had been the most-watched show. It has been one of the most commercially lucrative programs on British commercial television, supporting the development of the Granada Television brand and the broadcaster ITV. Granada Television produces Coronation Street at the Granada Studios in Manchester. It is shown in all ITV regions as well as worldwide. On September 17, 2010, it became the world's longest-running television soap opera. Coronation Street is known for depicting a down-to-earth working-class neighborhood through light-hearted humour and strong personalities.