James Murdoch wants to drive more innovation in ad formats. Speaking about the challenges his organisation faces, he said "We need to work more closely with brands, and with our partners in the advertising community, with more transparency and fundamentally be ready to take more risks, create new products and channels." The company is also looking at how it can use its existing technology platforms such as YouTube and Facebook to help advertisers reach their target audience. Murdoch proposed that viewers could watch their ads at a convenient time, such as on their commutes, in exchange for ad-free viewing at home.
James Murdoch wants to drive more innovation in ad formats. Speaking about the challenges his organisation faces, he said "We need to work more closely with brands, and with our partners in the advertising community, with more transparency and fundamentally be ready to take more risks, create new products and channels." He suggested the current ad loads viewers experience would decrease on Fox's channels, saying the current model of scheduled programming and ad breaks has “collapsed”. Murdoch proposed that viewers could watch their ads at a convenient time, such as on their commutes, in exchange for ad-free viewing at home.