There is no one solution for production companies looking to making money out of the internet, a Birmingham industry leader has said.
Jonnie Turpie, founder and head of Digital Media at Digbeth-based Maverick TV, said independent production firms would have to look at a number of revenue opportunities in order to survive in an online era.
Mr Turpie, whose last week announced plans to launch the world's first broadband television channel dedicated to dance, said the web provided no magic bullet.
He added: "Many firms are looking for the one answer for making money in a digital world, but the truth is that it will come from a variety of areas - commissioning, sponsorship, advertising and subscription, as well a cross-platform promotion."
Maverick TV has teamed up with national dance agency, DanceXchange, which is also based in the Birmingham, to create Dance TV.
The firm, which produces Channel Four shows such as How to Look Good Naked and Embarrassing Illnesses, said the website will be officially launched in May 2009 and aimed to be established by the Cultural Olympiad in 2012.
The channel hopes to target the general public, as well as the professional dance community.
Mr Turpie said: "DanceXchange and Maverick have a unique combination of dance and media knowledge and an ambition to take dance to a new level in the ever expanding web media world.
"Everyone wants their media when and where they are and Dance TV will do just that."
Mr Turpie added that the use of online television provided the opportunity to address audiences in "an interactive and personalised way".
He said: "We believe an integrated approach to media is the way forward for dance and, currently, mainstream TV only features either very popular or very high end dance."
"Our research revealed that no-one is joining up all the aspects of dance from participation, classes, high-quality dance and performances."
The hope is that Dance TV will bring together communities of people interested in dance at a number of profession and amateur levels.
Mr Turpie said Maverick's digital media strategy involved building revenues by commissioning content for the channel from a range of different bodies. He said: "We are looking at ways of commissioning content from both the private and the public sector. Dance companies, arts bodies and health bodies, for example.
"There are also revenue opportunities in terms of advertising sponsorship."
Maverick is also investigating the idea of premium, subscription content.
Mr Turpie said that he saw no problem with providing content paid for by interested organisations.
He said: "We all believe in the integrity of broadcasting and particularly in public service broadcasting. Some news and information has to be brass plated in that sense.
"But the expansion of digital provides people with different opportunities for consuming content and for different people to get their messages heard. We have to investigate those opportunities."
David Massingham, DanceXchange Artistic Director, said: "Dance is the fastest growing sector of the cultural landscape and Dance TV will play a major role in connecting people with it whether it is for entertainment, participation or professional development."
The two organisations announced the new venture at The Patrick Centre, Birmingham Hippodrome.
The event was followed by a performance of We must eat our lollipops with the wrappers on by Robyn Orlin & City Theater and Dance Group at Birmingham Repertory Theatre, as part of International Dance Festival Birmingham.
