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News International sets to "invest smarter" and take on digital giants

Rebekah Brooks launches a three-year internal review entitled 'Changing the Game'.

News International, Ruper Murdoch's UK press conglomerate, has launched a three-year internal review across all divisions of the company.

'Changing in the Game' will look into the publisher's editorial, marketing and advertising departments as it investigates future ad revenue opportunities.

Chief executive Rebekah Brooks is leading the review which will spearhead the company's aim to compete with media companies Google and ITV. News International is the publisher of newspapers the Times, the Sun and the News of the World -- the latter currently under investigation for phone hacking. Comments made by Brooks about bribing police officers whilst editor of the paper have faced renewed scrutiny in recent days.

Circulation across News International's papers is varied. The Times was down 13 per cent and lost £45m last year, however the News Group tabloid papers made profits of £88m. The Sun is set to follow the lead of the other by introducing a pay-wall to its website content. The three-year review will also look in to efficiency savings. Redundancies have not been ruled out.

Alice Gribbin is a Teaching-Writing Fellow at the Iowa Writers' Workshop. She was formerly the editorial assistant at the New Statesman.