British broadcaster Channel 4 is shutting down its mobile ad sales operation as part of its £100 million ($157 million) two year retrenchment plan, reports Brandrepublic.com. The unit is being axed, along with its iTV, or “red button” ad sales unit, which has seen a “steep decline” in the demand in the past year. The cash-strapped broadcaster said they may revisit mobile ads when demand picks up. Channel 4 currently produces 20 minute rolling loop of some its most popular TV shows, including evening soap Hollyoaks, home design show Grand Designs, and Supernanny. The content airs on all of the UK’s major operators and carries ads, which will be dropped starting 31 December.