Campaigners who say they wish to preserve the history of UTV are calling for action to prevent its former Havelock House home from being turned into apartments.
Developer Olympian Homes bought the Ormeau Road building where UTV was based for nearly 60 years, with a plan to demolish it and build 271 apartments on the site.
The campaign group Save Havelock House has accused Belfast City Council planners of failing to fully consider preservation of the building.
The building did not qualify for listing by the Department for Communities.
Havelock House was the site of a linen warehouse, then home to UTV from its launch in 1959 until it moved to a modern building at City Quays in Belfast in 2018.
Olympian Homes said it did not wish to comment on the opposition to the project, but its website says the development would "aim to revive the surrounding context whilst capturing the benefits derived from the proximity to Belfast city centre".
A spokeswoman for the council said: "The Department for Communities is responsible for determining whether buildings should be listed, although Belfast City Council is a consultee.
"The council is committed to protecting Belfast's built heritage, which is reflected in the Belfast Agenda and the draft local development plan. However, it must carry out its functions as a planning authority.
"All applications are treated with the same high levels of integrity, independence and professionalism."
Matthew O'Toole, SDLP MLA for South Belfast, said he believed the process of allowing the public to have their say on the planning application had been rushed.
He added that the project raised wider questions about the preservation of the city's built heritage.
"I think as a general point we have been too quick to build over those parts of Victorian Belfast such as Havelock House," Mr O'Toole said.
"There is cultural heritage involved too as Havelock House contained one of the oldest surviving studios in Ireland and possibly one of the oldest surviving studios in the UK.
"Local residents also have concerns about it, including the prospect of such a high building overlooking Donegall Pass. Residents feel they have not been consulted properly.
"There are currently just 40 car parking spaces as part of the plans. If 270 apartments are built, there is likely to be an impact on the surrounding areas. High-volume parking is already an issue with inner-city communities.
"I feel more time should be taken to consider the application rather than thinking after the fact that it would have been nice to preserve it."
UTV first broadcast live from Havelock House in October 1959. The first voice on air that day was Sir Laurence Olivier.
Programmes produced there included The Kelly Show, School Around the Corner, Lesser Spotted Ulster, Counterpoint and Farming Ulster.
It was also used by television film crews around the world to process and edit footage of the Troubles.
Before it was converted into a television studio, Havelock House was the site of a hemstitching warehouse.
A consultation into neighbours' views of the development closes on September 11.