That same year, however, the ITC forced BSkyB out of the consortium on competition grounds; this effectively placed Sky in direct competition with the new service as Sky would also launch its digital satellite service in 1998, although Sky was still required to provide key channels such as Sky Movies and Sky Sports to ONdigital. With Sky part of the consortium, ONdigital would have paid discounted rates to carry Sky's television channels. Instead, with its positioning as a competitor, Sky charged the full market rates for the channels, at an extra cost of around £60million a year to ONdigital. On 28 July 1998, BDB announced the service would be called ONdigital, and claimed it would be the biggest television brand launch in history. The company would be based in Marco Polo House, now demolished, in Battersea, south London, which was previously the home of BSkyB's earlier rival, British Satellite Broadcasting (BSB).