BBC told to rethink online ad plans

The BBC Trust has asked the BBC's management for more information on its proposals to carry advertising on the Corporation's websites outside the UK. The BBC Trust has asked management to look into the matter further, and wants to know how ad revenue would be invested into the BBC's UK services for the benefit of the licence payer. An Accenture report commissioned by the BBC predicted that the BBC could generate as much as £105m per year in additional income by carrying advertising on its BBC Worldwide websites. The Trust has said previously that online advertising could be used to fund the BBC's worldwide concerns, as it cannot use the licence fee for this purpose. There has been opposition to the plans, with the British Internet Publishers Alliance (BIPA) complaining that the move would affect its members' revenues, while undermining the BBC's reputation for impartiality. A final decision on the issue from the BBC Trust is expected later this spring. Source: E-consultancy

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