Future of Broadcasting: ITV looks to micropayment funding models

by Tristan O'Carroll, mediaweek.co.uk 01-Jul-09, 12:20

LONDON - ITV is examining micropayment models as it looks for new revenue streams to offset the decline in its core advertising income.

Speaking at the IEA's Future of Broadcasting event in central London today (1 July), Carolyn Fairbairn, director of group development and strategy at ITV, said the broadcaster viewed micropayments as "very interesting".

The vast majority of ITV's revenue came from advertising. However, Fairbairn said charging for content was an area of focus for the broadcaster, although she did not detail how this might manifest itself in terms of services or content.

"We will continue to look for ad-supported models, absolutely," she said. "However, the idea people will pay is something we should look at and we do. We need some kind of payment system and then we will see if it flourishes."

Meanwhile, Dan Marks, who until yesterday was chief executive of BT's television platform, BT Vision, said broadcasters needed to examine new funding models to sustain themselves.

Marks, now a consultant, called on broadcasters to "cooperate" more with communications providers such as telephone groups like BT and Virgin Media who were evolving into content players.

"The telcos control the networks that can help deliver the future for the broadcasters," he said.