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 economic Teletext system with 1971 technology. However, as low cost was essential to the project's long term success, this obstacle had to be overcome. Meanwhile, the General Post Office (GPO), whose telecommunications division later became British Telecom, had been researching a similar concept since the late 1960s, known as Viewdata. Unlike Teledata which was a one-way service carried in the existing TV signal, Viewdata was a two-way system using telephones. Since the Post Office owned the telephones, this was considered to be an excellent way to drive more customers to use the phones. In 1972 the BBC demonstrated their system,