NEW YORK A new global survey on broadcast viewing from consultant Accenture shows that despite the recession, a growing number of consumers would rather pay for content to avoid ads.

The survey, which polled 14,000 consumers in 13 countries in January and February 2009, showed that 49 percent of respondents indicated a willingness to pay for digital programming, up from the 37 percent who said they’d be willing to pay in last year’s poll.

The survey found that subscription payment models — where consumers pay a fee (usually monthly) for unlimited programming — were preferred over pay-to-play models.

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