CNN is planning to do away with its Pipeline broadband service brand by the end of June, reports PaidContent.

The service launched in 2005 and gave viewers the option of a premium ad-free experience or a free ad-supported one. CNN will maintain video on its site but disperse it more widely instead of using the Pipeline name.

Live streams of CNN programming are not expected to be ad-supported at the beginning of the transition, but on-demand and package video will likely feature ads.

Six million users visit CNN.com each day, but Pipeline only pulls a fraction of this number - on its best day, the fifth anniversary of 9/11, Pipeline fetched 1.2 million viewers. However, the service was free that day, as it is when major events occur.

Only a few news sites demand subscription fees to access content: The Wall Street Journal, which has 1 million subscribers; The New York Times, which offers offers pay-for content in its "Select" section; and The Arkansas Democrat-Gazette of Little Rock.

The cost of providing broadband-friendly video has dropped over the years at the same time advertisers have warmed to online video.