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The BBC should scrap the licence fee and become a subscription service, a report by a free-market think-tank has suggested.
The corporation would be able to compete better as a business if it customers paid to opt in to parts of its programming, the research by the Adam Smith Institute concluded.
Written by David Graham, a former BBC producer, the report says replacing the mandatory fee with voluntary subscriptions would allow the organisation to become a bigger global player.
He suggests some BBC output should be free, such as news, but customers would pay to receive entertainment programmes and documentaries.
"Today, it is not unfair to describe the BBC as a subsidised entertainment firm with some non-commercial obligations.
"Some public service messages need to reach wide audiences and an entertainment medium can provide them. However, subsidising the entertainment itself is a different matter," he said.
The report comes as the Government moots cutting the cost of the licence fee.
Culture Secretary Jeremy Hunt recently told the Daily Telegraph he could "absolutely" imagine viewers paying less than the current amount of £145.50.
Mr Graham's report, Global Player or Subsidy Junkie? Decision Time for the BBC, suggests scrapping the fee altogether could free the corporation from "scaling back... diminishing its potential contribution".
A spokesperson for the BBC Trust said: "The funding of the BBC is a matter for Government.
"The Trust welcomes the fact that the current government has expressed its support for the continued existence of multi-year licence fee settlements.
"The Trust remains focused on ensuring that licence fee payers are getting value for money."
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