See Minitel from France and Telidon from Canada as other examples of data systems riding on analogue TV and/or POTS telephone systems.
I once worked for a radio station that made 90% of its revenue from carrying data feeds on subcarriers, and not from main music programs.
Because of the geographic location and size of the signal, it was a vital link between two major cities before planting fiber optic lines became cheap.
[1] https://www.mikrocontroller.net/topic/232846
[2] https://apollo.open-resource.org/mission:log:2014:08:08:darc...