[Stooky Bill]

There was the Ancilliary teletext service which (when providied) was on lines 21/334
and line 22 as subtitles were on line 335.

The purpose of this was to provide programme related information
- like listings, the recepies ,  contact details, other back ground on programmes
(and may be some news!!)  and PDC triggers
It was rather patchy as it cost each itv company to do it ....
so some did not / took their time! 
and then even when they had it tended not to promote it on screen so few knew of it!

PDC was patchy on ITV, there was a website at the time that kept tracks of what broadcaster was doing what and it's still online:
625.uk.com 

The ancillary services were purely for programme related information, they couldn't tread on the toes of Teletext and do anything editorial. In one of the interviews I think I posted above, there was mention of how Oracle weren't happy with 4Tel doing more than just listings. It was quite a bone of contention as Channel 4 had given the contract to Intelfax before Oracle was also given the go ahead to provide it too. 

The post 1993 4Tel was very minimal, and the ITV companies didn't have their services ready either, I wonder how much of an afterthought they were