for the FIFA Confederations Cup and the Six Nations Championship. April: Sky launches Sky Uno and Sky Primafila HD. August: Sky increases its high-definition offering to 12 channels. September: Sky announces the Sky Digital Key, a USB Key with terrestrial decoder functions. December: Sky On Demand service launches. Sky launches free-to-air channel Cielo. 2010 January: All Serie A matches begin transmitting in high-definition. April: Sky launches three Sky Movies channels in high-definition, bringing the total number of HD channels to 25 channels. June: Sky changes its brand identity with a new logo, similar to that used by BSkyB. Mondiali 1–4 launch for the 2010 FIFA World Cup. August: The number of high-definition channels reaches 36. October: The 2010 Ryder Cup final is the first sport event to be broadcast in 3D. November: Sky's subscribers reach 4.8 million. 2011 January: Avatar is the most watched film on Italian pay TV, with an audience of 1.3 million viewers. February: Sky are awarded the broadcast rights for the 2011 Copa América, 2011 and 2012 Copa Sudamericana and 2012 Copa Libertadores. March: Sky Cinema Passion and Sky Cinema Comedy launch. May: Sky are awarded the broadcast rights for X Factor. August: Sky launches Sky Go, an app which allows a number of Sky channels to be viewed on smartphones and tablets. September: Sky launches Sky 3D, the first 3D channel in Italy. October: Sky's subscribers reach 5 million. Sky Uno begins broadcasting in HD for the premiere of X Factor. December: Sky's HD channels reach 40 with the launch of Eurosport 2 HD. 2012 February: 12 new HD channels are launched, Fox Life HD, Real Time HD, Extreme Sports Channel HD, ESPN America HD, Discovery Science HD, Discovery Travel & Living HD, History HD, Nat Geo Wild HD, Nat Geo Adventure HD, Gambero Rosso Channel HD, Disney Channel HD and MTV Live HD, bringing the total number of HD channels to 52. Sky changes the operating system of My Sky HD. March: Sky Go becomes free and is made available for PC, OS X, iPhone and Android. May: Sky are awarded the broadcast rights for the Grand Prix motorcycle racing for the 2014, 2015, 2016, 2017 and 2018 seasons of MotoGP, Moto2 and Moto3 series. June: Sky are awarded the broadcast rights for the Formula One and its feeder series (GP2, GP3 and Porsche Supercup) for the 2013, 2014 and 2015 seasons, with an