nationwide, with correspondents and news crews going into the actions of the conflict, and led a national publicity campaign in support of the war effort. Dubbed "Argentines, To Victory" (Argentinos, a Vencer), ATC and the national government produced several commercials for this campaign, and on the opening day of the war broadcast a special program dedicated to the conflict broadcast in all its stations nationwide, and, for the first time ever for an Argentine TV station, also in South American countries (save Uruguay) and the United States, via satellite broadcasts. The 1990s were a more turbulent time for ATC. On one front, the Bosch Fernseh equipment, which was still the bulk of the channel's workflow, was aging, and replacement parts and fixes were getting harder to find. On another, under Carlos Menem, ATC was almost privatized and, in 1996, even had an unusual five-month change of identity to ATeCE, a la Argentina (ATeCE, to Argentina), with a new, more nationalist approach. 2000–present: Canal 7, TV Pública and Televisión Pública Argentina In 2001 Canal 7 celebrated the golden jubilee year anniversary of its first broadcasts. Under the presidency of Fernando de la Rúa by the turn of the 21st century, long-term changes came to ATC for the first time in years. In January 2000, the channel dropped its use of the acronym, going by its full name only; this was followed four months later with the retirement of Argentina Televisora Color and the relaunch of Canal 7 Argentina. In addition, the National System of Public Media (SNMP) was formed as a managing and financing entity for the channel. SNMP was replaced by a new entity, Radio y Televisión Argentina Sociedad del Estado, with the Audiovisual Media Law in 2009. At the beginning of the presidency of Néstor Kirchner, the channel's management was split into fiction and non-fiction; this led to an increase in its in-house productions. In 2006, Rosario Lufrano became the new director of Canal 7, changing its name to TV Pública and refocusing the channel to a more cultural emphasis. At the same time, new equipment—much of it ready for high definition telecasts—was ordered, finally putting to pasture the 1978-vintage Bosch Fernseh cameras and switchers. In April 2010, TV Pública launched its digital signal on UHF channel 23, in the ISDB-T standard also used by Japan and Brazil. The signal includes HD, SD and 1segfeeds. With the launch of