One of the effects of deregulation became a reality in the year 2000. In April of the millennium year, Intra-LATA Equal Access was instituted in the PTCI service area. The change allowed customers to dial directly to the long distance company of their choice for calls originating and terminating within the LATA. In 2004, the decision was made to market all services offered by PTCI and its subsidiary, PTSI, under the one name 'PTCI' in order to eliminate customer confusion. PTCI established competitive telecommunications service in Perryton, Texas in 2001, offering local, long distance, dial-up Internet and ADSL high-speed Internet access, along with the latest in telephone features and services. In April 2004, PTCI expanded its competitive telecommunications services to include Spearman, Texas, providing voice and data via fiber optics. In January 2002, PTCI rolled out Digital Interactive Television (DITV) to Guymon subscribers. By July 2004, DITV was also available to 16 communities in the Oklahoma Panhandle as well as the town of Perryton, Texas. DITV offered high quality digital picture and sound using the same phone line that delivered voice service and high-speed internet access. Continued upgrades were made to the DITV system and channel lineup. A full-time DITV video production technician was hired in 2006 to improve and expand local television content. PTCI acquired Cebridge cable television properties in 2005 and began servicing customers in Beaver, Boise City, Forgan, Hardesty, Hooker, and Laverne in the Oklahoma Panhandle. At the same time, PTCI acquired Cebridge properties of Booker, Darrozett, Follett, and Spearman in the Texas Panhandle, bringing approximately 2500 cable customers with acquired Cebridge properties. In 2006, PTCI purchased Texhoma cable television property. By 2006, PTCI had 27 cell sites in the Oklahoma Panhandle with more planned for the future. Elmwood and Cimarron cell sites were in the building stage in the third quarter of 2007. At the same time, PTCI expanded its basic cellular home area into the upper Texas Panhandle when four cell sites were placed in Sherman County, Texas. TDMA and analog technology was turned off the Gate cell site in May 2007 in efforts to improve the CDMA service there. This was the beginning of a move toward eliminating TDMA and analog equipment from PTCI cellular towers, with the final shut down designated as February 2008. Cellular short message service (SMS) was offered in 2006 and new cellular data plans were created in 2007 that included picture, video, internet access, and unlimited MMS. In 2007, plans were in place to roll out Evolution-Data Optimized (EV/DO) at 16 cell sites in Phase 1 of the cellular upgrade to enable wireless Internet access using broadband radio frequencies. PTCI management continued to listen to their customers and monitored the industry trends. As a result, the Nationwide and USA Select cellular plans were established and later enhanced to include more minutes and free mobile-to-mobile, and cellular rates were further reduced. In the third quarter 2007, myCustom Pak was rolled out which enabled subscribers to customize the content of their bundled services and save money at the same time. PTCI also increased the speed of JETNET high-speed Internet while reducing the rates. In 2006, PTCI began to utilize 700 MHz wireless spectrum to deliver high-speed Internet to rural customers in the Oklahoma Panhandle who could not receive the service from PTCI otherwise. In 2007, the same spectrum was utilized in Spearman and Perryton.