The impetus for the relaunch as Sky Television was the refusal of the IBA to allow Murdoch to bid for the UK satellite television licence won by the British Satellite Broadcasting alliance, this created a battle to win customers in this new multichannel environment. In the end, Sky's earlier launch and leasing of transponders on the Astra satellite network allowed it to merge with its rival. In contrast to Sky, BSB suffered from the regulatory burdens of only five television channels, building and launching its own satellites and more ambitious and expensive technology. Also it had higher capital expenditure overall, such as the construction of its Marco Polo House headquarters in London compared to Sky's industrial estate in Isleworth although this was not a decisive factor.