STUNG by the recession, which forced him to report a $US3.4 billion loss for News Corp last year, Rupert Murdoch is determined to reduce his media empire's dependence on advertising dollars. He used the company's shareholder meeting in New York to outline his vision of how News would change its business model following ''one of the most challenging'' years in five decades: charging for access to its newspaper and entertainment websites, charging sites such as Google that aggregate its news and charging cable and satellite providers that carry its television programs. ''In fiscal 2010 we will depend on advertising for significantly less of our total revenues across the company, and I am confident this trend will continue to grow in the coming years,'' Mr Murdoch, 78, said, citing the rapid earnings growth from News Corp's pay TV business.