Annheuser-Busch has lowered its expectations for its Bud.TV, shooting for an audience of 500,000 instead of the 3 million monthly visitors it had planned, reports Ad Age.

The drastically reduced expectation follows news that Bud.TV's traffic fell 40 percent in March, to 153,000 visitors. However, A-B will not lower its $30 million first-year budget for the roll-out of the online TV network.

The traffic woes stemmed from two problems: the tepid content that lacked "wow factor," and an age-verification firewall that requires viewers to enter personal information to access the site.