BBC Choice was a TV station from the BBC, which launched on 23 September 1998. It was the first British TV channel to broadcast exclusively in digital format. BBC Choice showed children's TV shows from 6am-5pm under the name 'CBBC Choice' (later 'CBBC on Choice') which initially had its own presentation following the BBC Choice presentation of the time which featured three objects related to each other (e.g. heart of stone, heart of fire, light heart). This started from October 1998, a month after the launch of BBC Choice. It was launched to fill the gap of broadcasting space not used when BBC Choice was off air (before 5pm). Therefore the main BBC Choice programming and branding started from 5pm-midnight and then 7pm-midnight starting from the launch of the CBBC Channel.