 He continued running a regular international broadcast that was picked up around the world, with programming from the 2LO station, then run by the BBC.The success of this operation caught the BBC's attention, and rented out a shortwave transmitting station in Chelmsford, with the callsign G5SW, to Marconi.The BBC Empire Service was finally inaugurated on December 19, 1932, with transmissions aimed towards Australia and New Zealand.