The league hired Ascent Media to manage and distribute the channel, through its publicly traded subsidiary, Ascent Media Network Services. When it launched, the NHL Network became the third sports-oriented cable network devoted to programming from and controlled by a major sports league, following the National Basketball Association-owned NBA TV (which launched in March 1999) and the National Football League-owned NFL Network (which launched in November 2003); Major League Baseball would launch its own sports channel, MLB Network, on January 1, 2009.