Cable TV firms trim interactive ad venture
2/23/2012NEW YORK — The country’s largest cable TV companies are shutting down the bulk of a venture that let viewers interact with TV ads, laying off 120 employees.
Four-year-old Canoe Ventures made it possible for viewers of eight cable networks, including AMC, Bravo, and Discovery, to request information by mail from TV advertisers by pressing a button on the remote. It was accessible in 25 million households.
However, the technology didn’t catch on with advertisers.