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Time Warner CEO advises ITV against paywall

Advice follows ITV's announcement that it would start charging for online content within the next 12

Jeff Bewkes, chief executive of Time Warner, has advised ITV not to charge for its online TV content.

ITV currently offers its content for free on the ITV Player. But last week, the UK broadcaster announced that it would start charging for online content within the next 12 to 18 months.

Bewkes advised British broadcasters against taking short-term decisions in advertising and forgetting the value of their programming or the strength of their model when they put their network or their programming on-demand.

He explained that digital ads could be more targeted and that adverts can be sold around video players.

Bewkes asked media companies to leverage social networks for marketing their content. "The natural partner of a content brand (that a consumer recognises as having a voice and identity) is a social network. It's a very natural marriage," he said.

Time Warner is a US media conglomerate that owns news network CNN.