New York - After receiving scant support from cable TV networks, eBay (NASD: EBAY) has shut down its Web-based TV exchange after just over a year in operation, Adweek reports.

While networks including Oxygen and Ion had been using the system, it did not receive the endorsement of the Cabletelevision Advertising Bureau, and networks were said to shun the system for fear that ad value would decline.

"We have ended our pilot program in this market," reads a note on the eBay exchange site.

Executives at eBay told Adweek some confusion was also created by the system itself, which was billed as an online auction but in actuality was an online RFP system, which cable networks and advertisers could use to broker deals electronically.

eBay has also shuttered an online radio ad marketplace it had been operating with partner Bid4Spots, and is now sending users directly to Bid4Spots.

Related Links:
http://snipurl.com/2gkar (Adweek)