The BBC is planning to feature adverts across its UK radio programmes and audio output for the first time, a commercial move which comes amid a challenging time for the broadcast sector.
The Times has reported that the world’s largest public service broadcaster is planning to begin introducing proposals around its podcasts and on-demand radio shows when they are streamed via third-party services such as Apple and Spotify.
According to the report, the ads are anticipated to begin around smaller factual and drama shows including The Archers, Desert Island Discs and In Our Time, although all shows will also be available without advertising via the corporation’s BBC Sounds service.
Insiders said they felt the move will “cost the BBC a lot more in terms of its clarity of mission and purpose compared to what it brings in financially”.
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The commercial move comes in the midst of a broadcast advertising slump which has seen ITV cut jobs from its in-house creative agency, and has also seen Channel 4 cut jobs.
Both ITV CEO Carolyn McCall and Channel 4 CEO Alex Mahon have spoken off a tough time for the sector.
Last year, the BBC considered replacing its linear advertising model as the license fee came under review, with premium subscriptions and broadband levy all considered as potential models.
The BBC already carries advertising on its website for users outside the UK, using the revenue to help fund its services and keep the UK licence fee as low as possible
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