selectv was created in melbourne in october 2003 by jim blomfield, a former chief executive officer of foxtel, as i-view broadcasting pty, ltd. it underwent multiple name changes, before finally being renamed as selectv broadcasting limited in october 2005. the companies focus was to provide comparatively low-cost premium content to specialist market segments, including australians whose first language was other than english and retirees. in august 2006, win corporation purchased 50.1% of the company for $23 million, acquiring overall company control. by april 2006, the company said it had approximately 2,000 subscribers. win corporation saw opportunity in the companies rapid expansion, and direct competition to the australian subscription television giant foxtel, acquiring the remaining 49.9% from access providers in october 2006. the company expanded its programming to over 40 television channels consisting of english-language channels, as well as various programming packages comprising foreign-language and special interest channels in greek, spanish, italian, german, and vietnamese. by 2009, due to low subscription to their language packages, selectv discontinued all german and vietnamese programming.