UK, and Multimedia Home Platform. History Teletext is a means of sending text and simple geometric shapes to a properly equipped television screen by use of one of the "vertical blanking interval" lines that together form the dark band dividing pictures horizontally on the television screen. Transmitting and displaying subtitles was relatively easy. It requires limited bandwidth; at a rate of perhaps a few words per second. However, it was found that by combining even a slow data rate with a suitable memory, whole pages of information could be sent and stored on the TV for later recall. In the early 1970s work was in progress in Britain to develop such a system. The goal was to provide UK rural homes with electronic hardware that could download pages of up-to-date news, reports, facts and figures targeting UK agriculture. The original idea was the brainchild of Philips (CAL) Laboratories in 1970. In 1971, CAL engineer John Adams created a design and proposal for UK broadcasters. His configuration contained all the fundamental elements of classic teletext including pages of 24 rows with 40 characters each, page selection, sub-pages of information and vertical blanking interval data transmission. A major objective for Adams during the concept development stage was to make teletext affordable to the home user. In reality, there was no scope to make an economic teletext system with 1971 technology. However, as the low cost was essential to the project's long-term success, this obstacle had to be overcome. Meanwhile, the General Post Office (GPO), whose telecommunications division later became British Telecom, had been researching a similar concept since the late 1960s, known as Viewdata. Unlike Teledata, a one-way service carried in the existing TV signal, Viewdata was a two-way system using telephones. Since the Post Office owned the telephones, this was considered to be an excellent way to drive more customers to use the phones. In 1972 the BBC demonstrated its system, now known as Ceefax ("seeing facts", the departmental stationery used the "Cx" logo), on various news shows. The Independent Television Authority (ITA) announced its own service in 1973, known as ORACLE (Optional Reception of Announcements by Coded Line Electronics). Not to be outdone, the GPO immediately announced a 1200/75 baud videotext service under the name Prestel (this system was based on teletext protocols, but telephone-based). The TV-broadcast based systems were originally incompatible; Ceefax displayed pages of 24 lines with 32