Channel 4 is shutting down its red button interactive TV ad sales business, as well as its mobile ad sales operations, as part of its £100 million, two-year retrenchment plan. The broadcaster admitted it had seen a “steep decline” in demand for interactive TV advertising, according to Media Week. As for mobile ads, the broadcaster may revisit them if demand begins to pick up. C4 currently produces a 20-minute rolling loop of some its most popular shows, including Hollyoaks, Grand Designs and Supernanny. The content airs on all the major mobile networks and carries ads. Two years ago, Channel 4 dumped its red button content service, calling the technology “a clunky and inefficient use of capacity”.