In August 1998, Paxson Communications (now Ion Media) launched Pax TV to counterprogram the four larger networks as well as The WB and UPN, with a focus on family-oriented original and acquired programming; due to underperforming viewership in its initial format, Pax relaunched as i: Independent Television (focusing more on reruns and movies aimed at a broader audience) in July 2005 and then as Ion Television in September 2007.