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Teletext to exit analogue TV two years early
Wednesday, 17 Jul, 2009
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Teletext is to focus on travel websites and close its loss-making analogue television services earlier than expected.
Transmission will end in January 2010, rather than 2012 as previously envisaged. Teletext will also halt a number of its digital television services from the same date.
The holiday service on Freeview, channel 101 and other commercial services on Freeview channels 102 – 107 will continue to broadcast.
Teletext’s profitable travel websites, Teletextholidays.co.uk, Thisistravel.co.uk and Villarenters.co.uk, will continue to serve the needs of leisure travellers.
Parent company Associated Newspapers, the national media division of DMGT, said Teletext’s network of travel websites “show excellent growth potential”.
The company said: “As anticipated, the continued fragmentation of television audiences and the growth in the use of the internet has resulted in a significant reduction in the audience and volume of commercial activity generated by the television services.
“In addition, Ofcom has indicated that it is not persuaded of the need for public intervention in the delivery of a public commercial Teletext service beyond 2014 and this has also contributed to the decision to discontinue the public service.
“Current economic conditions have accelerated this process, leading to today’s announcement.”
Teletext Holidays plans a high profile marketing campaign to promote its brand and travel offers on Freeview 101.
The campaign starts on Monday across national newspaper, broadcast, online and outdoor advertising sites.
Teletext Holidays managing director Victoria Sanders will continue to lead the development of the leisure travel business within the Associated Northcliffe Digital division of Associated Northcliffe Media.
She said: “Focusing on our profitable travel business will allow us to drive our brand forward as we move to a digital-only future.
“More than 18 million homes now have Freeview and we see the combination of channel 101 and online business being powerful drivers for us as we move forward.
“Our strong travel classified advertising business is a media powerhouse for the travel industry and we see great potential to grow our brand further in today’s late travel booking market.”
by Phil Davies
Phil Davies
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