BBC Choice

BBC Choice was a British digital television channel which was owned by the BBC and was launched on 23 September 1998. It was the first British TV channel to broadcast exclusively in digital format, as well as the BBC's second non-analogue-terrestrial channel launch (following on from the BBC News channel in 1997).

At launch, BBC Choice mainly existed to supplement existing programming on BBC One and Two, with some low-profile original programming of its own. However, faced with low ratings for both Choice and its sister channel BBC Knowledge, in 2000 the BBC's digital strategy changed. Under new controller Stuart Murphy, the channel began to aim specifically at a young adult audience. The BBC ultimately planned to rebrand the channel with the higher-profile BBC Three, which, after some delay, began broadcasting in February 2003.