Teletext now known as Ceefax ("see facts", the departmental stationery used the "Cx" logo), on various news shows. The Independent Television Authority (ITA) announced their own service in 1973, known as ORACLE (Optional Reception of Announcements by Coded Line Electronics). Not to be outdone, the GPO immediately announced a 1200/75 baud videotext service under the name Prestel. The first teletext test transmissions were made by Ceefax in 1973. After proliferation of the BBC system in the UK, it was adopted in Europe and standardised as World System Teletext (WST). The World Wide Web began to take over some of the functions
Teletext Ltd. findings, the service would cease broadcasting most of its services on analogue and digital television, with the exception of the commercial services broadcast on Freeview channels 101-107 such as Teletext Holidays and the firm's profitable travel websites in January 2010, with the switch off date subsequently brought forward to 14 December 2009 (Sky Digital) and 15 December 2009 (analogue TV, Freesat and Freeview). Teletext's news and information service were removed from: ITV, Channel 4 and Five on analogue TV; ITV and Channel 4 on Sky Digital; ITV, Channel 4 and channel 100 on Freeview; editorial on Teletext Extra on Freeview;