Five has axed 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.

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

The reason for dropping the service is that it was not proving cost-effective. "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.

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