In 1997, Viacom, MTV and MTV2's parent company, bought out the independent, viewer-requested "jukebox" music video channel known as The Box. Starting on January 1, 2001, all households that had received The Box (which moved its operations to the United Kingdom on that date) began to receive MTV2 in its place, putting the channel into millions of additional households. MTV2 also began adding television commercials to its broadcasts; beforehand, subscription providers interrupted MTV2's feed to insert their own ads. MTV2 also began to separate the types of videos it played by genre. Hip-hop and soul music (hosted by a new VJ, Steph Lova) was played for one hour every weekday at 10 a.m. and 10 p.m. Rock music played every weekday at 9 a.m. and 9 p.m. (hosted by another new VJ: former K-Rock and then-WXRK radio DJ Chris Booker).