ONdigital was officially launched on 15 November 1998 amid a large public ceremony featuring celebrity Ulrika Jonsson and fireworks around the Crystal Palace transmitting station. Its competitor Sky Digital had already debuted on 1 October. The service launched with 12 primary channels, which included the new BBC Choice and ITV2 channels; a subscription package featuring channels such as Sky One, Cartoon Network, E4, UKTV channels and many developed in-house by Carlton and Granada such as Carlton World; premium channels including Sky Sports 1, 2, 3, Sky Premier and Sky MovieMax; and the newly launched FilmFour.