ITV considers charging for online content
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ThE MaStEr
2010-09-29
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ITV considers charging for online content
Wednesday, September 29 2010, 10:13 BST
By Andrew Laughlin,
ITV chief executive Adam Crozier has said that the broadcaster could start charging for its online content, including previews or alternate endings for Coronation Street.
Speaking yesterday at the Royal Television Society international conference in London, Crozier said that ITV had "not invested nearly enough" in ITV.com over the years, and this would have to change very quickly.
Over the next year, Crozier confirmed that ITV will review a variety of "payment mechanisms" for viewers accessing its content on the internet.
However, he stressed that the broadcaster would "not go down the News International route" of putting all of its online services behind a paywall.
Crozier said that ITV is now considering what sort of content people would be "prepared to pay for" online, including options for the broadcaster's biggest soap opera.
"I don't see us going down the News International route of putting everything behind a paywall, but we can start to look at what kind of things can we put online that we can charge for," he said.
"Whether that is a richer, deeper experience for Coronation Street, for instance, with alternative endings or the backstories behind certain things, we will see.
"It might be previewing certain things. We need to test what people will pay for and I think the truth is that people don't really know the answer to those questions."
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