Internet service provider (ISP) Sky has announced the closure of its subsidiary broadband supplier UK Online.
The firm was acquired as part of Sky's takeover of Easynet back in 2005, when Sky did not have its own independent broadband offering.
Since Sky's market entrance, consumers have been able to sign up for Sky or UK Online broadband deals, essentially duplicating effort for the former.
As a result, UK Online is set to close down on January 14th 2011 - a decision that comes as little surprise given that the ISP stopped accepting new registrations in 2009.
"To better serve customers now and into the future, we are going to focus all our efforts on Sky Broadband, which allows us to offer higher quality, better value services," a Sky spokesperson told Thinkbroadband.
"We are contacting [customers] in plenty of time to provide clear advice on their options for finding a new broadband provider."
The spokesperson said UK Online consumers would be made "a very attractive offer" to join Sky Broadband.