BBC Red Button a spectacular new form of television, by 2008 this had given way to positioning iTV as ‘everyday’. This was due in part to the institutional landscape of television in the UK. BBC Text originally launched on digital terrestrial services in September 1999, and was later introduced on satellite and cable platforms. In the first phase, the service was created using content migrated from the existing analogue teletext service, Ceefax. A digital text service had been available since the launch of digital terrestrial television in November 1998, but the BBC Text service was not publicly launched until November 1999, due to
Teletext Ltd. requiring the holder to provide the licensed service throughout the licence period. In accepting a licence, the broadcaster takes account of the likely cost of the obligations under the licence, and the value of the benefits associated with the licence, for the duration of the licence period." Teletext’s licence was for the licence period 2004 to 2014. The main Teletext service on Freeview was removed from channel 100 on the EPG on 21 June 2010. Teletext Holidays went digital in January 2011. In a deal between BBC Worldwide and Inview Technology Ltd, Teletext Extra was relaunched as Radio Times Extra