an informational and lifestyle service for rural Canadians. In time for its companion coverage of the 2010 FIFA World Cup, a high-definition feed launched on June 3, 2010. Nature of service dispute Prior to rebranding the service as bold, the CBC informed the CRTC in October 2007 of its intentions and new programming directive for the service. Following this correspondence, the CBC and the CRTC exchanged correspondence back and forth in an effort to clarify how the change in programming for bold met the nature of service bold was intended to meet when it was originally licensed in 2000. The CRTC ultimately was not satisfied with the CBC's argument and called a public hearing into the matter in June 2009. Prior to the hearing, the CBC contacted the CRTC to inform them that they did not contest the CRTC's view that the service did not meet the requirements of its nature of service and informed the CRTC that it would like to file an application to modify Bold's nature of service to state it is "a national English-language Category 1 specialty television service for rural Canadians. The service will provide information, interaction and entertainment." During the separate hearing for the application to modify Bold's nature of service at a later date, the CRTC examined the request and found several issues with the change in nature of service, primarily being that it would allow the service to morph into a general interest service instead of a niche service for rural Canadians, since it would not require the channel to be from "a rural perspective", implying a service defined as "for rural Canadians" would be too broad in nature. Subsequently, the CRTC denied its application and required the CBC to inform the CRTC within 30 days of a new programming proposal to ensure its meets the channel's nature of service. In response to this decision, the CBC filed yet another application to amend Bold's nature of service, this time reading as "a national English-language Category A specialty television service with a focus on adults 25-54. The service will provide information, interaction and entertainment programming dedicated to reflecting Canada's various regions, including Canada's rural and non-urban regions, to national and regional audiences. The mandate of the service will be to reflect in its programming the unique tapestry of Canada's regions, including programming that reflects the living realities of rural Canadians." Within this application,