This thesis is concerned with the future development of broadcast funding with particular reference to public service broadcasters. The arguments are situated in the context of the crisis of funding for public service broadcasting in an increasingly competitive and fragmenting market place. The difficulties of commercial funding of public service stations are examined and analysed in the light of increased competition, the growing penetration of satellite and cable channels, and the possible implications of commercial influence. The thesis documents the development of RTE as a dual funded public service organisation. It examines the political climate which has shaped the evolution of RTE. The increase in the presence of sponsored programmes on RTE is detailed as is the enforced increase of independently produced programmes on RTE. The current Irish broadcasting scene, the current financial difficulties and the broad implications for the station as a public service broadcaster in the face of new channels are also mapped. Sponsorship as a growing source of funding is examined with particular reference to the stagnation in some advertising markets and poor projections for the growth of advertising revenue to the end of the century. The advantages, disadvantages, and implications of sponsorship as an alternative and/or complimentary source of funding to advertising are discussed and evaluated. To this end, a case study of the highly successful RTE programme Crime line was conducted. Crimeline occupies a unique position in that it generally falls into the category of current affairs but it can be argued that it is a hybrid of several genres of programme. The difficulties inherent in the sponsorship of such a programme are discussed. A survey of Advertisers, Advertising Agencies, Independent Producers and Broadcasters was conducted as a means of evaluating individual and collective perceptions of sponsorship as a means of funding as well as the possible growth, efficacy, and value of this method of funding and promotion. The thesis concludes with an examination of implications of the funding crisis for the public sphere and the future of public service broadcasting. In this context, regulation, new influences on regulation in Ireland, and the impact of these and the future internal policies of RTE are of particular relevance.