Chat show host Jonathan Ross says broadcasting executives are failing to understand the potential opportunities offered by the games industry.
Ross believes TV companies only invest in apps and internet businesses which are proving popular, an approach he says is wrong 90 per cent of the time.
He uses Friends Reunited as an example. Bought by ITV for £175 million in 2005, it was sold to publishers DC Thomson for just £25m four years later.
"Those people tend to look around and wonder what they can buy, and nine times out of ten it's the wrong thing, they reach for the thing that’s had the publicity, and it’s much more exciting to invest in ideas and people early, rather than try and buy them late, and I think that’s the problem TV has," Ross, who is head of new games studio HotSauce Interactive, told trade magazine Develop.
The presenter also said the games industry had an inferiority complex when compared to other entertainment.
"To me the game industry seems to be saying to the film industry ‘give us some respect’," he said. "As with in any relationship, if you’re the one saying ‘love me, love me, love me’, you don’t get loved.”
Ross' studio is based in Camden, North London, and employs many experienced developers. It has released its first title for iPhones, iPads and iPod touches called Catcha Catcha Aliens.
The presenter is well known for his love of gaming and cites Halo 4 among his favourite titles. He is also said to be among the parties interested in buying retailer HMV.
The full interview with Ross will be printed in next week's issue of Develop.