mid-1999, called ONgames. On 7 March 2000, ONmail was launched which provided an interactive e-mail service. A deal with multiplex operator SDN led to the launch of pay-per-view service ONrequest on 1 May 2000. In June 2000, ONoffer was launched. On 18 September 2000, the internet TV service ONnet was launched. On 17 June 2000, ONdigital agreed to a £315 million three-year deal with the Football League to broadcast 88 live Nationwide League and Worthington Cup matches from the 2001–02 season. Setbacks In 1999, Sky started to give away their digiboxes for free whilst the customer subscribed. This was a problem for ONdigital, as they had no choice but to sell prepaid set top boxes to win customers back from rival services. Even when they decided to sell prepaid set top boxes (under the ONprepaid brand), they couldn't easily compete with Sky. ONdigital's growth slowed throughout 2000, and by the start of 2001 the number of subscribers was no longer increasing; meanwhile, its competitor Sky Digital oversaw a dramatic increase in subscribers, spearheaded by the launch of interactive services, such as Open... and Sky Gamestar, and the launch of rival cable digital services from the likes of NTL and Telewest ate into ONdigital's subscriber numbers. The ONdigital management team responded with a series of free set-top box promotions, initially at retailers such as Currys and Dixons, when ONdigital receiving equipment was purchased at the same time as a television set or similarly priced piece of equipment. These offers eventually became permanent, with the set-top box loaned to the customer at no charge for as long as they continued to subscribe to ONdigital, an offer that was matched by Sky. ONdigital's churn rate, a measure of the number of subscribers leaving the service, reached 28% during 2001. Additional problems for ONdigital were the choice of 64QAM broadcast mode, which when coupled with far weaker than expected broadcast power, meant that the signal was weak in many areas; a complex pricing structure with many options; a poor-quality subscriber management system (adapted from Canal+); a paper magazine TV guide whereas BSkyB had an electronic programme guide (EPG); insufficient technical customer services; and much signal piracy. While there was a limited return path provided via an in-built 2400 baud modem, there was no requirement, as there was with BSkyB, to connect the set-top box's modem to a phone line. With this combination of factors