In March of 1991, the CRTC awarded a licence to Viewer's Choice Canada to operate a pay-per-view service to serve the eastern part of the country. Viewer's Choice was a partnership between Astral Communications, Rogers Pay Per View Inc. and TSN Enterprises. The service was launched September 5, 1991. In 2013, Bell Media acquired Astral and had earlier purchased CTV which owned TSN. Bell now had a controlling interest in Viewer's Choice. By this time, Bell and Rogers had their own pay-per-view services, so it was decided that Viewer's Choice would be shut down on September 30, 2014.