Another venture initiated by Carlton Television and Granada Television was jointly bidding for the newly created DTT licence. The companies jointly bid with BSkyB for the licence under the company name British Digital Broadcasting and won; however, BSkyB was forced to withdraw following competition laws. Carlton Television and Granada Television launched the service on 15 November 1998 as ONdigital, and ran the service that housed other free-to-air channels. However, BSkyB had launched its own service, Sky Digital, the previous month and following a heavy promotional campaign by Sky, which compared the Sky Digital service to ONdigital's service and always to Sky's benefit, ONdigital started making heavy losses. In a resort to keep the venture afloat, Carlton Television and Granada Television used the name of ITV to boost the success of the company. The newly named ITV Digital launched on 11 July 2001, complete with an expensive advertising campaign featuring Al and Monkey, and an exclusive deal to air the Football League on the newly created ITV Sport Channel. However, the venture was still not bringing the results required and ITV Digital went into administration on 27 March 2002, with the ITV Sport Channel closing two months later. This led to criticism of Carlton Television and Granada Television from SMG, Ulster Television and Channel Television which objected to the ITV name being reduced following the collapse of the service.