 The service started on 1 September 1993 based on the idea from the then chief executive officer, Sam Chisholm and Rupert Murdoch, of
converting the company business strategy to an entirely fee-based concept.The new package included four channels formerly available free-to-air, broadcasting on Astra's satellites, as well as introducing new channels.The service continued until the closure of BSkyB's analogue service on 27 September 2001, due to the expansion of the Sky Digital platform after its launch three years ago on 1 October 1998.