The original name of iTV's holding company was Siam Infotainment Company Limited. Its major shareholders were Siam Commercial Bank, the Crown Property Bureau (the investment organization of King Bhumibol Adulyadej and Through by Sahacinema Company), and the Nation Multimedia Group. Siam Infotainment won a 30-year concession to run a commercial television station, after offering only approximately US$3.3 million in royalties (a rival company had offered approximately US$17.5 million). This irregularity was subject to a government investigation in 1996, but the results of the investigation were never made public.