Sky launched its first direct-to-home satellite television service in the UK in 1989 with four free-to-air channels. In 1990, Sky merged with rival broadcaster BSB to form BSkyB. By 1993, Sky launched its first multi-channel package offering 14 basic subscription channels. Sky has since grown to offer over 500 channels and become the leading pay-TV provider in the UK, reaching over 10 million customers by 2010.