Open.... was the trading name of Open Interactive Limited, which was a subsidiary of British Interactive Broadcasting. British Interactive Broadcasting was in turn owned by a consortium consisting of companies involving HSBC, British Telecom, Matsushita and BSkyB. Launching a few months late in August 1999, it only survived until the service was acquired and rebranded by BSkyB in October 2001, losing GB£116 million. The service was awarded a Design Council Millennium Product Award.