CEO August Busch IV of Anheuser-Busch reported that Bud.TV, the company's much-toted online network effort, will likely "fade" in the second half of '07, according to Ad Age.

Dubbing Bud.tv " part of a "broader digital future," Busch said the content populating the $30+ million Web destination will likely be spread onto other A-B Web properties.

Bud.TV hoped to attract 2 million visits in its first year and has since been in freefall, drawing 253,000 in its first month, 152,000 in the next, and fewer than 100,000 in April.

Anheuser-Busch executives attribute the trouble to the network's stringent age verification requirement, which allegedly thwarts many users from registering.