Independent Broadcasting Authority rival Sky Television plc was able to launch an analogue service and intended to overshadow BSB by leasing transponders from Société Européenne des Satellites' RCA Astro-built satellite, Astra 1A. After around a year, the company merged with BSB. The IBA was disbanded as part of the Broadcasting Act 1990, being replaced on New Year's Day 1991 by the Independent Television Commission (ITC) (which also absorbed the Cable Authority), and the Radio Authority (RAu), which have since been merged with other regulators such as Broadcasting Standards Commission (BSC) and Oftel (Office of Telecommunications) to form one regulator, Ofcom. All of the
Television in the United Kingdom between advertisements and programming. Advertisers purely purchased spots within pre-defined breaks within programming, and had no connection to the programme content. The content and nature of adverts being strictly controlled by the ITA the body controlling commercial television. The first commercial direct-broadcast satellite (DBS, also known as direct-to-home) service in the United Kingdom, Sky Television, was launched in 1989 and used the newly launched Astra satellite at 19.2° east, providing four analogue TV channels. The channels and subsequent VideoCrypt video encryption system used the existing PAL broadcast standard, unlike the winner of the UK state DBS licence, British Satellite Broadcasting