countries, after receiving the approval of the BBC Trust in November 2010. The international iPlayer takes the form of an iPad application which offers a limited amount of free content, supported by pre-roll ads and sponsorship, but its core business model is subscription (subscription costs approximately £5.00 per month). The global iPlayer app includes some features that are not in the UK version, including the ability to stream shows over 3G as well as Wi-Fi, and a downloading feature to store programmes on one's mobile device for offline viewing. At launch 1,500 hours of content was made available, of which 60% had been produced and commissioned by the BBC, while 30% had been commissioned by the BBC but produced by independents. The other 10% was entirely non-BBC content, including ITV's Primeval, and Channel 4's The Naked Chef and Misfits. Launches in Australia and Canada followed by the end of 2011 as part of what was intended to be a one-year pilot. Although US availability was also anticipated in 2011, an American launch date was never announced. Reports from the summer of 2012 claimed that American cable providers threatened to drop BBC America if the iPlayer, which duplicates much of the content on the cable channel, were made available in the US market. In a statement on the difficulties facing the US rollout, BBC's Head of Communications for Global iPlayer Tessa Matchett said: "The United States is a very complex media market. Currently, we have one very successful cable channel in BBC America, and we’re looking into what options we have to roll out additional platforms in that country." In May 2015, it was announced that the global iPlayer service would be discontinued. In early 2016, BBC Worldwide launched a version of the iPlayer service in Singapore, rebranded as BBC Player. The service is only available to Starhub subscribers who have subscribed to the BBC channels package in Singapore. The service was extended into Malaysia in 2017, however the service can only be accessed by UniFi subscribers who have signed up for the Jumbo pack on Hypp.TV. Access for Streamyx subscribers with the same Hypp.TV package was added a few months later. In March 2017, BBC Worldwide, as part of a joint venture with ITV plc, and BBC America co-owner AMC Networks, launched a new U.S. subscription video-on-demand service known as BritBox. Humour In 2009, the BBC's April Fools' joke was