BBC Redux was developed as a proof of concept for a cross-platform, Flash Video-based streaming system. BBC iPlayer left beta and went live on 25 December 2007. On 25 June 2008 a new-look iPlayer was launched, originally as a beta-test version alongside the earlier version. The site tagline was "Catch up on the last 7 days of BBC TV & Radio", reflecting that programmes were unavailable on iPlayer after this time (with some exceptions). The BBC states on its website that this is for copyright reasons. The marketing slogan was later changed to "Making the unmissable, unmissable". In May 2010 the site was updated again to include a recommendations feature and a "social makeover".