Three years after Ticketmaster introduced ticketFast, its online print-at-home ticketing service, consumers have so embraced it that the company now sells a half-million home-printed tickets for sporting and entertainment events each month in North America. Where ticketFast is available, 30 percent of tickets sold are now printed at home, said the company, which is by far the nation's largest ticket agency.

But consumers -- many of whom have complained for years about climbing ticket prices and Ticketmaster service charges -- may be less eager for the next phase of Ticketmaster's Internet evolution.

Late this year the company plans to begin auctioning the best seats to concerts through ticketmaster.com.

With no official price ceiling on such tickets, Ticketmaster will be able to compete with brokers and scalpers for the highest price a market will bear.

"The tickets are worth what they're worth," said John Pleasants, Ticketmaster's president and chief executive. "If somebody wants to charge $50 for a ticket, but it's actually worth $1,000 on eBay, the ticket's worth $1,000. I think more and more, our clients -- the promoters, the clients in the buildings and the bands themselves -- are saying to themselves, `Maybe that money should be coming to me instead of Bob the Broker.' "

EBay has long been a busy marketplace for tickets auctioned by brokers and others. Late last week, for example, it had more than 22,000 listings for ticket sales.

Venue operators, promoters and performers will decide whether to participate in the Ticketmaster auctions, Mr. Pleasants said. In June, the company tested the system for the Lennox Lewis-Vitali Klitschko boxing match at the Staples Center in Los Angeles. The minimum bid for the package -- two ringside seats, a boxing glove autographed by Mr. Lewis and access to workouts, among other features -- was $3,000, and the top payer spent about $7,000, a Staples Center spokesman, Michael Roth, said.

Once the auction service goes live, Ticketmaster will receive flat fees or a percentage of the winning bids, to be decided with the operators of each event, said Sean Moriarty, Ticketmaster's executive vice president for products, technology and operations.

Along with home printing, auctions are central to "a new age of the ticket," Mr. Pleasants said. In the second quarter of this year, tickets sold online, with or without home printing, represented 51 percent of Ticketmaster's ticket sales. The rest were sold by phone or at walk-up locations. More>>>

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