However, by the 1960s, increased competition and a change in spending-power demographics was evident in the United Kingdom. With the planned launch of BBC-2, aimed at the young and the upper middle-class, the new pirate offshore radio stations and a rejuvenated Radio Luxembourg, the senior management of the company felt that the future lay in younger viewers. To counter the competition, they decided to relaunch the station as Rediffusion, London and introduce new programming aimed at younger people and a new identity designed to be less "stuffy" and more able to compete with BBC-2.