In the 1990s, cable providers began to invest heavily in this new multi-channel digital TV technology to expand the number of channels and services available to subscribers. Increased competition and programming choices from direct-broadcast satellite services such as DirecTV, Dish Network, and PrimeStar caused cable providers to seek new ways to provide more programming. Customers were increasingly interested in more channels, pay-per-view programming, digital music services, and high speed internet services. By 2000, most cable providers in the US were offering some form of digital cable TV to their customers.