NEW YORK (CNN/Money) - ABC, NBC and CBS may embrace the idea of video on demand, typically only found in the realm of cable TV, in an attempt to boost revenue, according to a news report published Monday.

Speaking with executives, Mediaweek.com reported that the option could be available as early as next summer or at least for the 2006-2007 television season.

Incorporating an on-demand format is a high priority for the Big Three, according to the online publication, since the show production costs continue to climb while broadcasters keep searching for new sources of revenue.

David Poltrack, an executive of research at CBS, told Mediaweek.com, that viewers would most likely be offered two options: either paying $1 for a show and being able to fast-forward through commercials or only paying 50 cents and not having that option.

Poltrack went on to tell the publication that all networks would have to be on board in order for the idea to take off since viewers would be attracted to more options of top-rated shows.

Some analysts however were skeptical that customers would be attracted to the new option since they might not want to pay for repeating shows, according to the trade magazine.

The online publication also reported that cable operators are fearful that if they do not respond to the demand that the networks could look to the Internet as a solution to their on-demand needs.

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