The company announced the pricing of their Sky Sports packages in July 2010, following the outcome of Ofcom's review into pay-TV pricing in March, which directed Sky to reduce the wholesale price it charges for the Sky Sports channels. The price charged to customers signing up for broadband, calls and TV with BT for a two-year contract results in the organisation making a "significant loss on the service", allowing them to undercut the price charged by Sky to its own customers.