Direct Line established high levels of recall among consumers. In September 2014, the brand worked with Saatchi and Saatchi to relaunch its advertising, using Hollywood actor Harvey Keitel as Winston Wolfe, a Mafia style 'fixer'. The company had one million customers after eight years. The company expanded with a series of new offshoots in the 1990s. In 1995, a Spanish offshoot, Linea Direct, started offering motor insurance in Spain. They expanded into travel insurance in 1996, pet insurance in 1997, and Direct Line Breakdown started offering breakdown insurance in 1998. Their non general insurance products umbrella Direct Line Financial services launched their
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