Beleaguered ITV are looking at ways of making more money. They weighed up having commercial breaks that lasted one hour at a time, but that wasn’t feasible. So they’re looking at the internet to make some cash.
The broadcaster is looking to launch an online micropayment system and has admitted that it will charge for some of the content it provides on Project Canvas.
Adam Crozier, ITV’s chief executive, said today that the broadcaster was “not punching its weight online”; it was only doing as well as Channel 4 despite being a much bigger player in TV revenues.
“ITV failed to equip itself to compete… ITV.com lags behind competitors in audience, functionality and revenue terms,” he said. “We need to invest online – our site isn’t as good as some of our competitors. We need to start to find a way to develop pay online and look to launch micropayments.”
“Project Canvas is an important part of our future and it is also a way into ITV.com. The two are inextricably linked – Project Canvas is not the be all and end all but it is a key part of the answer going forward.”
But does ITV have anything that people will deem worthy of their money? As it stands, it really doesn’t.Join TVScoop on Facebook for exclusive competitions and gossip