Is this a sign of things to come? UK’s commercial public service broadcaster Channel 4 has pulled the plug on its “red button” interactive TV programming to concentrate on broadband and mobile services. “Our view is that red button technology is a clunky and inefficient use of capacity,” Channel 4 CEO Andy Duncan said at the Oxford Media Convention.

“It’s not much loved or used by audiences, it’s too expensive, and it has been rather overtaken by the opportunities offered by the internet and broadband.”

Channel 4 will continue to offer interactive advertising, though. For the company, producers have found it easier to monetise mobile phone and premium rate telephony services. Also, the broadcaster has since opted to use its bandwidth to launch additional commercial channels Film Four, E4 and More 4.

Guardian: Duncan said he thought red button interactive services only came into their own during major sporting events.