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Australian Broadcasting Corporation Looking At Ads To Fund Mobile Content

aust_broadcast_corp.gifThe Australian Broadcasting Corporation (ABC) is investigating the use of advertising as a means of funding its new mobile portal according to an article in The Australian.

“Mobile will be the biggest project for the year,” said Abigail Thomas, who heads strategic development for ABC Innovation, “The mobile phone is essentially going to have a commercial model.”

The ABC is investigating an advertising supported model, a subscription based model, and free-to-air models. “All of those things are being explored,” a source said.

ABC Commercial head of marketing John Woodward said the ABC already licensed content but said it was too early to say if an ad-funded mobile product would be launched.

“We haven’t resolved any of that internally,” Mr Woodward said. “Both within ABC Innovation and ABC Commercial there are a number of options being discussed.”

But the news has pleased media buyers, who yesterday welcomed the possibility of reaching the ABC’s audience through advertising.

“The ABC is a fantastic audience, it’s premium, but it’s hard to reach,” said Lee Stephens, who heads Aegis, the parent company of media agency Carat.

Read the full article here.


27.02.2008    Tags:
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