BSkyB initially charged additional subscription fees for using a Sky+ PVR with their service; waiving the charge for subscribers whose package included two or more premium channels. This changed as from 1 July 2007, and now customers that have Sky+ and subscribe to any BSkyB subscription package get Sky+ included at no extra charge. Customers that do not subscribe to BSkyB's channels can still pay a monthly fee to enable Sky+ functions. In January 2010 BSkyB discontinued the Sky+ Box, limited the standard Sky Box to Multiroom upgrade only and started to issue the Sky+HD Box as standard, thus giving all new subscribers the functions of Sky+. In February 2011 BSkyB discontinued the non-HD variant of its Multiroom box, offering a smaller version of the SkyHD box without Sky+ functionality. In September 2007, Sky launched a new TV advertising campaign targeting Sky+ at women. As of 31 March 2008, Sky had 3,393,000 Sky+ users.