Ofcom predicted that in the longer term, privileged access to spectrum would no longer provide sufficient incentive – in the form of an implicit subsidy – to accept programming obligations. Amongst its proposals for alternative ways of securing public service content, Ofcom canvassed additional measures such as direct funding schemes or industry levies, to encourage provision of public service content. It favored a competitive funding scheme awarding contracts to content providers who were not necessarily traditional broadcasters, which could deliver long-term output, probably with a focus on particular genres