Disney Offers ABC Primetime Online in May and June10 Apr, 2006 By: Erik Gruenwedel
The Disney-ABC Television Group April 10 announced it will offer free online full-length episodes of “Lost,” “Desperate Housewives,” “Commander In Chief” and “Alias” during the months of May and June.
The ad-supported programming would be available the day after their network TV airings at www.abc.com.
With the advent of portable media devices and shrinking network TV audiences, media companies are expanding opportunities to deliver content and targeted demographics to advertisers across multiple distribution channels simultaneously.
The interactive online ad spots will be shown in “many different forms” and have been offered to 10 advertisers, including AT&T, Cingular, Ford, Procter & Gamble, Toyota, Unilever, Universal Pictures and Walt Disney Pictures, according to ABC.
Consumers would be able to pause and move back and forth between “chapters” within each episode, but will not have the ability to fast-forward through advertisements. Episodes will be encoded in Flash 8 for both Mac and PC users, and would be streamed in 16x9 formatting, which offers a cinema-like feel to the viewing experience.
“We have said all along that we are dedicated to finding ways to bring our advertiser partners along with us as we embrace new ways of doing business in the world of digital media," said Mike Shaw, president of sales and marketing for ABC Television Network. “This unique project has allowed us to offer our advertisers the ability to deliver increased effectiveness in their messaging through targeted and engaging interactive ads that offer compelling consumer experiences.”