After a disappointing run for pay services in general, the industry was restructured in late 1983 and into 1984, and First Choice's service area was restricted to Canadian provinces east of the Ontario-Manitoba border, with competitor Superchannel (later Movie Central) taking territorial rights to the west of that border. As part of this restructuring, film production company Astral Bellevue Pathé (later known as Astral Communications, then Astral Media) took a controlling interest in First Choice, and its principal owner Harold Greenberg became the channel's new president; Astral became sole owner by 1993.