Directgov was the British government's digital service for people in the United Kingdom, which from 2004 provided a single point of access to public sector information and services. The site's portal was replaced (along with the Business Link portal) by the new GOV.UK website on 17 October 2012, although migration of all services to GOV.UK branding took several years. The content was developed by government departments, working with a central Directgov team. The main outlet was the website, though content and services were also delivered via mobile telephones. Directgov received more than fifteen million visits a month in 2008, from around eight million unique users. In September 2007, the site received its one hundred millionth visitor since its launch in April 2004. History Launch Directgov was launched in April 2004, replacing the Ukonline portal. Rather than just providing links to government departments as UKonline had done, Directgov carried its own material, designed around users' needs. The first three sections were for motorists, disabled people and parents. By 2006 the site had over ten million visits per month, and involved 18 government departments. Departmental responsibility In April 2006, Directgov moved from the e-Government Unit (eGU) within the Cabinet Office to become part of the Central Office of Information (COI), an executive agency of the Cabinet Office. As part of the Transformational Government strategy, an annual report was published in January 2007 stating that hundreds of government websites would be shut down "to make access to information easier" for people. In future, most government information would be streamlined through two main "supersites" – either Directgov (for citizens) or Businesslink.gov.uk (for businesses). It was reported at the launch of the strategy that of 951 websites, only 26 would definitely stay, 551 would definitely close and hundreds more were expected to follow. About £9 million a year was expected to be saved over three years by cutting back on sites that did not serve a useful purpose. On 1 April 2008, Directgov moved again, from the COI to the Department for Work and Pensions (DWP), in a machinery of government change. By the end of the fourth quarter of 2009 Directgov reported traffic statistics of circa 20 million hits a month from over 8 million unique users. A national TV and radio advertising campaign was launched in January 2010 featuring a number of celebrities including Suggs, Honor Blackman and Kelly Brook. On 20 July