ITV Digital was a British digital terrestrial television broadcaster which launched a pay-TV service on the world's first digital terrestrial television network. Its main shareholders were Carlton Communications plc and Granada plc, owners of two franchises of the ITV network. Starting as ONdigital in 1998, the service was re-branded as ITV Digital in July 2001. Low audience figures, piracy issues and an ultimately unaffordable multi-million pound deal with the Football League led to the broadcaster suffering large losses, and it entered administration in March 2002. Pay television services ceased permanently on 1 May of that year, but carriage of the remaining free-to-air channels such as BBC One and Channel 4 continued. In October, ITV Digital’s former terrestrial multiplexes were taken over by Crown Castle and the BBC to create the Freeview free-to-air service. History On 31 January 1997, Carlton Television, Granada Television and satellite company British Sky Broadcasting (BSkyB) together created British Digital Broadcasting (BDB) as a joint venture, and applied to operate three digital terrestrial television (DTT) licences. They faced competition from a rival, Digital Television Network (DTN), a company created by cable operator CableTel (later known as NTL). On 25 June 1997, BDB won the auction and the Independent Television Commission (ITC) awarded the sole broadcast licence for DTT to the consortium. Then on 20 December 1997, the ITC awarded three pay-TV digital multiplex licences to BDB. That same year, however, the ITC forced BSkyB out of the consortium on competition grounds; this effectively placed Sky in direct competition with the new service as Sky would also launch its digital satellite service in 1998, although Sky was still required to provide key channels such as Sky Movies and Sky Sports to BDB. With Sky as part of the consortium, British Digital Broadcasting would have paid discounted rates to carry Sky's television channels. Instead, with its positioning as a competitor, Sky charged the full market rates for the channels, at an extra cost of around £60million a year to BDB. On 28 July 1998, BDB announced the service would be called ONdigital, and claimed it would be the biggest television brand launch in history. The company would be based in Marco Polo House (since demolished) in Battersea, south London, which was previously the home of BSkyB's earlier rival, British Satellite Broadcasting (BSB). Six multiplexes were set up, with three of them allocated to the existing analogue broadcasters. The other