channel and started to air some softcore pornographic programming. Despite a low profile, it steadily increased its ratings. It was, however, closed in 2008 and was replaced with Paul Raymond TV which broadcast softcore pornographic videos from www.paulraymond.com. The channel later changed its name to My Ex-Girlfriends. GAYtv was an encrypted subscription channel launched in 2004 and targeted at gay men. Until 2007 it was the only gay adult channel on the Sky platform. The channel ceased broadcasting in April 2011 being replaced with another Portland TV channel, Flirt TV. The channel continues to operate on Virgin TV's on-demand service alongside other defunct adult channels. Phone sex lines Phone sex lines appeared in the UK in the 1980s using premium-rate telephone numbers for adult services with sexual content, with many of the lines playing tape recordings. The prefixes used at the time included the well-known 0891 and 0898. The phone sex market is closely linked to the pornographic magazine market, and advertising for such services often provides a vital element of a magazine's revenue. Up to a quarter of the page length of some magazines may be devoted to such advertisements. Advertising in newspapers, which had been common in the 1980s, was ended as a result of regulatory changes in 1994 which restricted advertisements to top-shelf adult magazines. At the same time rules were introduced requiring the user to pro-actively opt-in by requesting a pin number. This dramatically reduced the number of calls, and the proportion of the income generated by premium-rate telephone numbers which was associated with adult services fell from 18% in 1992 to 1% in 1996. Telephone numbering reform in the late 1990s led to 09 numbers being designated as premium rate, and numbers starting 098 have since been reserved for adult services, along with "legacy" numbers starting 0908 and 0909. The industry's regulatory body PhonepayPlus (formerly ICSTIC) monitors and enforces specific community standards in terms of content and price for premium rate numbers. Internet During the 1990s the advent of the Internet made it easier than ever for people in the UK to access hardcore material. By the 2000s, the diverse range of pornography from across the world could be accessed, rather than simply the material that could be published legally in the UK or smuggled into the country. Governments became concerned about the situation and began to consider possible forms of internet censorship. The Byron