The British media is dominated by national outlets, with local media playing a much smaller role. Traditionally the BBC played a dominant role in televising sport, providing extensive high-quality advertisement free coverage and free publicity in exchange for being granted broadcast rights for low fees. ITV broadcast a smaller portfolio of events, and Channel 4 broadcast a few events from the 1980s, mainly horse races and so-called minority sports. In the early 1990s this arrangement was shaken up by the arrival of pay-TV in the form of BSkyB. Their dedicated sports channels have since become the only place for some major sports to be seen. Starting in 2006 the Irish company Setanta Sports emerged as a challenger to Sky Sports' dominance of the British pay-TV sports market; however, Setanta's UK channel went into bankruptcy administration and off the air in 2009. Between 2009 and 2013 ESPN made an attempt to challenge Sky Sports before its British operations were bought out by Sky's current main competitor, BT Sport; a subsidiary of the former national telecommunications monopoly BT plc. There are also a dedicated UK version of Eurosport, called British Eurosport, and Eleven Sports.