ITV's participation channel has been axed, the broadcaster has announced.

The channel was pulled off-air last week following controversy surrounding call-TV programmes.

ITV confirmed today that ITV Play will not be returning to Freeview or Sky Digital.

ITV Play programming will continue to be broadcast overnight on ITV1 and ITV2.

According to MediaGuardian, ITV Play was not profitable as a stand alone digital service - ITV only made money on ITV Play programming on ITV1 and ITV2.

ITV Play will be removed from EPG 856 in the next few days.

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ITV Play makes Sky launch