IPA requests tighter funding for the BBC

The IPA has urged MPs to rein in an "overfunded" BBC to stop it pushing ITV into a "downward spiral".

IPA leaders called for tighter funding and more external supervision for the BBC to ensure it sticks to its public-service remit, when they gave evidence on Tuesday to the Commons Culture Committee's inquiry into new media and the creative industries.

Hamish Pringle, the IPA's director-general, told MPs: "We fear it will take a higher share of viewers as it becomes more commercial, so the amount available to commercial broadcasters will fall, ad revenues will fall, investment in programmes will fall and that could produce a downward spiral."

Jim Marshall, the chairman of Starcom UK, said ITV could be caught in a "pincer movement" of BBC commercialism and the growth of internet advertising.

Andy Duncan, the Channel 4 chief executive, told MPs his biggest cause for concern was a TV ad market in its worst state for a long time.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).