When the UK (and Europe) went colour it changed to a whole new system and didn't have to worry too much about backward compatibility. It had a higher bandwidth (8mhz - so 33% more than NTSC), and was broadcasting on new channels separate to the original 405 lines. It also had features like alternating the phase of every other line to reduce the "tint" or "never twice the same color" problem that NTSC had
America chose 30fps but then had to slow it by 1/1001ths to avoid interference.
Of course because by the 90s and the growth of digital, there was already far too much stuff expecting "29.97"hz so it remained, again for backward compatibility.