The business model for buying images is outdated. Charging for images individually or with limited rights of use may work for print, but is a pain for online publications.

Together with Bildbyrån we’re launching a partnership to offer live photo and video feeds for free. We’re starting with Euro2012, where anyone can embed the feeds and use in their own coverage. And we will continue offering feeds from upcoming sports, entertainment and news events.

“The concept was tested during the Ice Hockey World Championship together with five selected publications and the response was very positive,” says Joel Marklund, co-owner of Bildbyrån.

The player is ad-supported and displays ads in the lower part of the player. “In addition to get the media feeds for free, newspapers, blogs and other sites will soon also earn revenues from ads that appears”, says Martin Levy, co-founder of Shootitlive.

During Euro 2012, anyone can publish live media feeds completely free from all of Sweden’s matches.

Visit euro2012.shootitlive.com to grab the feeds.