ITV planning to add micropayments for online TV content

27 Jul 2011

ITV plc chief executive Adam Crozier says the company plans to introduce payment mechanisms via the internet and within iOS and Android apps to test what content viewers are willing to pay for.

The company, which today reported a 4pc increase in revenues of stg£1bn and debt reduction from stg£188m down to stg£52m, says it is on track to outperform the TV advertising market across the whole of the year.

The company said its ITV Player is now available on Android, Apple devices and Freesat. Long-form video views increased 64pc to 180m.

“We’re investing in the quality and reach of our online offering,” Crozier said.

Digital momentum at ITV plc

“We’re making ITV Player more widely available, most recently on Android and Apple devices and Freesat. We plan to have a pay mechanism in place around the turn of the year so that we can test what viewers are willing to pay for, and we continue to work with our partners on YouView, which is on track for launch early next year.

“Our plan to renew and refresh our content business is beginning to gain momentum under the new top team in ITV Studios as we invest in re-energising the creative pipeline and in developing and piloting new programmes.”

Crozier added: “There are clear signs of momentum building in the delivery of our five-year Transformation Plan but we know there is still much to be done to rebalance the business as we adapt to the digital future. We’re encouraged by our progress to date and the prospects for ITV in the medium to long term, although we remain cautious about both the TV advertising market and the economy.”

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years