I distinctly remember when the idea of practical teaching and application of God’s Word took hold in my thinking, and it wasn’t from buying Christian living and faith resources, at least initially.

It was getting ready for work every morning or driving, when I would listen to Bible-teaching radio ministries.

For this reason, and seeing the lost reached, and others built up in their faith by the millions through radio outreach, I have felt an affinity with ministries using technology and media to communicate the gospel.

For many, many years, broadcasters and content producers have partnered to provide free content to a spiritually starved planet. The broadcast side supported by the sale of program air time and advertising, and donation-based funding (for 501c3’s). The program producers funded by donations from the broadcaster’s audience, and the sale of other forms of specialized and niche content.

But, the Internet and the rise of online radio and television is eating away at this model.

This dilemma has Christian broadcasters and program producers searching to find a scalable, replicable method for monetizing online media. There are three possible strategies for Christian broadcasting in digital form:

Rework the business plan. The new plan for broadcaster’s would be to make less from advertising and program sales and with fewer people. Most broadcasters already operate as small businesses and razor thin operating profits. This approach may slow the pace of decline, but it’s a sure way to stay in the slow lane and the risk is running out of time or money to get in the race at all.

Establish a subscription service. This is uncharted territory. Christian Radio & TV have always provided gospel content at no cost to the audience. A percentage of believers will pay for resources online to help with spiritual growth, but for unsaved, unchurched, unreached viewers, the notion of any subscription or pay-per-view model is likely to be a “deal killer.” And it doesn’t answer the perennial questions about engaging new audiences, who are not likely to start paying for religious material online, no matter how well done it is.

Create a hybrid model, no barriers. This strategy puts the focus on what has worked online. Free content for the user. Large amounts of content aggregation provided by recognized pastors, ministries, filmmakers. No charge to the producers for distributing and providing them with a generous revenue share. Becoming a hub in the community for online video and audio. Bringing in large amounts of user generated content from local individuals and businesses. Initiating heavy social media and search engine optimization. Adopting a hybrid revenue model consisting of advertising (placed organically in the content), content syndication fees, and integrated donation solutions traveling with the content wherever it goes (for funding the development of content).

Free public access to the end

And the Good News about the Kingdom will be preached throughout the whole world, so that all nations will hear it; and then the end will come. Matthew 24:14

There is an increasing urgency in the preaching of the Good News. Providing reliable, quality, Christ-centered messages may be more needed today than at any time in the last 50 years.

If Christian broadcasters and ministries are willing to do different things together to reach future generations, we will see a paradigm shift away from old line methods to digital distribution platforms, re-routing traffic and commerce.

It is still possible to offer free access to online Gospel content and remain in business. More importantly, it will enable the Christian communications community to continue doing what its always done,“tell others of Christ’s love and forgiveness,” until the last person on earth hears.