Well, that was fast. It seems as if the length of time promoting the short-form streaming service Quibi was longer than the actual run of the product. Launched in April by Jeffrey Katzenberg, Quibi has shut down less than six months of service reports AdWeek.

“It is with an incredibly heavy heart that today we are announcing that we are winding down the business and looking to sell its content and technology assets,” they wrote. “Quibi was a big idea and there was no one who wanted to make a success of it more than we did. Our failure was not for lack of trying; we’ve considered and exhausted every option available to us.”

Quibi was an ambitious idea to be sure. It was going for a whole different approach to the other streaming services. Quibi was to offer “fun-size” programming or “quick bites” that was tailored for those on the go. Perhaps the service would have survived if it wasn’t for Covid-19. With everyone working for home, audiences had plenty of time to watch full-length shows instead. Then again, the programming itself may have been at fault. While some shows started off great like The Most Dangerous Game or Thanks a Million there were plenty of “duds” like the ridiculous Chrissy’s Court where Chrissy Teigen pretended to be a small claim court judge or the dumb Dishmantled where contestants were shot at with dishes of food and then expected to recreate those dishes in the kitchen. Perhaps the good show will find a second life on another streaming service of maybe even broadcast TV.