Channel 4 to Cease Offering Red-Button Interactive TV Advertising

UK terrestrial broadcaster, Channel 4, says it will cease offering red- button interactive TV advertising on December 31st, because it has experienced a significant decline in demand for such advertising over the past year. The broadcaster shut down its red-button content services in late 2005. "Over the past 12 months we have seen a steep decline in demand for interactive TV advertising, and it is with regret that we are closing this area of business," it said in a prepared statement. Channel 4 will also no longer sell ads around its mobile content. The moves are part of an ongoing initiative to cut its operating costs by £100 million.