I'm not sure what kind of site you have but CamUp has been designed as an upsell to create your own webcam community.
"CamUp will allow your members to broadcast via their webcam, LIVE from your website. CamUp will allow your members to watch other members in REAL time. Your members will get to know each other like never before, up close and personal. They will build bonds, friendships and loyalty.
Every CamUp package is 100% customized to fit in with the existing look of your site. Your members will be amazed at how quick you've integrated cams.
The best part of all - we've done all the hard work for you. CamUp takes care of ALL your software and hardware needs. While the cams are embedded on your site, we pick up the bandwidth fees. With no associated set-up costs (you will only be charged a per member fee) and so little extra work for you, the potential for profitability is huge!
CamUp is designed to be offered as an upsell to your current user base. With low per member rates, paid monthly, you can position the price point of your new Cam Club membership at a rate that allows you to make 100%, 200% or more profit!"
There is lot's more details available on the CamUp site
http://www.camup.net including detailed information on the solutions components, technical background and a tour showing off a mock installation.