Launched in September 1991, Viewers Choice was the first pay-per-view service permitted to operate in Eastern Canada (a counterpart in Western Canada also used the Viewers Choice brand name for several years), and was the sole English-language PPV provider in that region until 1999. However, it shut down on September 30, 2014, as the service's two main owners at the time, Bell and Rogers, had each gained full ownership of a competing general-interest PPV service (Vu! and Sportsnet PPV respectively). Viewers Choice said it would be working with its remaining partner service providers to transition to other pay-per-view services.