Five axes red-button services

by Gareth Jones, Marketing 01-Apr-08, 08:45

LONDON - Five has scrapped its interactive TV (iTV) service, meaning that viewers will no longer be able to access additional content for programmes or ads by using the red button on their remote controls.

The broadcaster is believed to have dropped the service on its flagship channel having found that it was not proving cost-effective.

Its iTV facility was previously available to digital satellite and cable viewers across a range of programmes including CSI, Prison Break and Grey's Anatomy.

Five has also abandoned its iTV advertising service, its red-button sponsorship strategy and 24/7 interactive services menu, which was home to a range of content including games, competitions and puzzles.

The broadcaster has struggled to generate revenue from interactive TV since becoming the final terrestrial channel to launch a red-button service in September 2004.

'Five has found it hard to cover the costs of running an interactive TV service on the Sky platform,' said Andy Benningfield, broadcast director at media agency BJK&E. 'Dropping the red button is a short-term solution to a financial problem.'

Five is now the only UK terrestrial commercial broadcaster not to offer any iTV advertising. When Channel 4 ditched its red-button programming service in January 2006, it pledged to continue offering inter-active advertising.

Separately, ITV's red-button ad strategy has suffered a blow following the departure of Mark Rosenegk, head of sponsorship and interactive sales, after less than a year in the role. Rosenegk was appointed last August, following the departure of former head of interactive sales Peter Manten.