Channel 4 has decided to axe its "clunky and inefficient" red button service, chief exec Andy Duncan has confirmed.

The interactive service, launched in 2001, offered 24-hour live streaming of shows such as Big Brother alongside voting, games and news content.

"At a time of lots of different possible technologies and options, our view is that red button technology is a clunky and inefficient use of capacity," Duncan said in a speech at the Oxford Media Convention yesterday.

"It's not much loved or used by audiences, it's too expensive, and it has been rather overtaken by the opportunities offered by the internet and broadband. The red button service does not help Channel 4 fulfil its public service remit and it doesn't offer a way to make money.

"We are the first broadcaster to recognise it's the emperor's new clothes and label it for what it is."

The move means that Big Brother viewers are no longer able to access a 24-hour live stream on TV, although speculation is rife that the broadcaster is planning to launch a dedicated, subscription-based Big Brother channel in time for this summer's series.