[uNrEaLiTy]

NEW YORK (AdAge.com) –- Walt Disney Co. is expanding the availability of its hit shows via ABC.com as part of its plans to create the "network of the future." CEO Bob Iger detailed the soon-to-launch product called My ABC, which will provide consumers with the opportunity to download shows free of charge.

Bear Stearns conference

“Mike Shaw [ABC's president ad sales and marketing] announced today we are going to take a product to market in May," Mr. Iger said at the Bear Stearns media conference in Florida this week. "Viewers will have the ability to access shows such as 'Lost,' 'Desperate Housewives' and 'Grey’s Anatomy' on ABC.com. They will be ad supported, free to the consumer.”

Ads that accompany the video offering would not necessarily be the same as those that appeared during the show's broadcast, he said.

Mr. Iger said Disney wanted to try a variety of business models for its product, whether subscription or advertising supported. ABC shows are also offered via Apple iTunes and iPod platforms for $1.99 a pop. Those shows come without ad involvement.

'New direct commerce opportunities'

Mr. Iger said Disney was looking to create a number of revenue models but because the company did not wish to turn its back on the ad community, it would create new opportunities for them.

“There is so much greater consumption of media, the opportunity for advertisers are greater; look at what Google has managed to do,” Mr. Iger said. “Our job is to create the new networks and new direct commerce opportunities.”

So far greater availability of ABC's shows via Apple’s iTunes does not appear to have dented the shows' ratings, something advertisers had feared might happen if consumers could find them elsewhere at anytime. For the week of Feb. 20, “Grey’s Anatomy” ranked No. 6 in the Nielsen Media Research ratings, watched by 24.7 million households, just behind coverage of the Winter Olympics Feb. 23.
Gary Carr, senior VP-director of national broadcast at TargetCast TCM, New York, said: “The one thing advertisers are worried about is whether people are watching the commercials and are they watching the shows?”

Not yet selling new platform

He said ABC not yet started selling the new platform, but noted that CBS, which has a deal to offer its hit shows via Comcast’s video-on-demand platform, does so with the advertising that runs on the linear network intact.
“Its good that they’re all trying different things. They’re testing a lot of models that can generate additional revenues,” he concluded.

NBC also offers many of its network shows on the iTunes platform -- "The Office" is one of the top performers -- while Fox is offering two network shows, "Prison Break" and "24," through satellite sibling DirecTV's VOD system for 99 cents.

source: http://www.adage.com/news.cms?newsId=48109

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EDIT: Starting May 1, you can stream episodes of ABC's LOST, Desperate Housewives, Commander in Chief, and Alias for free at ABC.com. The ad-supported episodes will be available for at least a two-month trial period.

http://dynamic.abc.go.com/streamin

[Peel]

I guess that's good news the networks start taking into account people's habits now instead of simply try to stop them. But I just hope the model they'll choose won't be too much of a pain in the ass. We europeans are not used to lots of ads during the shows, and it could spoil the success of this free download initiative.

[Yuzi]

indeed, it may be worth having the ads at the beginning, like in the movies (cinema)... see a bunch of ads, a few trailers, and then an uninterupted Show

[YorkusRex]

I'm actually surprised that the US hasn't started inserting commercials into movies at the theaters.  Well, beyond the obscene amount of "product placement".  The only good thing about the amount of commercials they show now is that it means I don't actually have to try and get there before a film starts.  It's like having a 15-minute built-in buffer.

I'm afraid that the downloads will have the commercials inserted throughout to prevent the viewer to easily skip them.

[Peel]

I'm afraid that the downloads will have the commercials inserted throughout to prevent the viewer to easily skip them.

I fear it could even be fucking banners all over

[YorkusRex]

At least we're lucky they're trapped on a remote island.  No fear of Pepsi trucks driving through a scene.  I guess the black smoke could take the form of a bag of chips or perhaps scroll ABC's viewing line-up through it. 

Hmm, I forgot about the flashbacks though... I can't think of any major hidden advertising in any of those so far.

Of course, I did ask the local grocer if they stocked Hurley-sized buckets of Dharma-brand ranch dressing.  That stuff looks delicious and stays fresh at room temperature for years!

[Yuzi]

I fear it could even be fucking banners all over

best not be, would take the fuckin piss

I'm actually surprised that the US hasn't started inserting commercials into movies at the theaters.  Well, beyond the obscene amount of "product placement".  The only good thing about the amount of commercials they show now is that it means I don't actually have to try and get there before a film starts.  It's like having a 15-minute built-in buffer.

I'm afraid that the downloads will have the commercials inserted throughout to prevent the viewer to easily skip them.

totally true about the obscene amount of ad @ Cinemas.  Out of the past 5 movies i've gone to see, i've only arrived on time for one, yet i haven't missed the beginning of any of the movies!

You're correct about the ads being throughout, spose we'll just have to skip past them several times instead of just the once.  Unless they encode it to prevent you from skipping back or forward... now that would be bloody annoying.

[youalleverybody]

Of course, I did ask the local grocer if they stocked Hurley-sized buckets of Dharma-brand ranch dressing.  That stuff looks delicious and stays fresh at room temperature for years!

  That's awesome- Hurley-sized karma for you. 

I guess that's good news the networks start taking into account people's habits now instead of simply try to stop them.

Totally agree.  Can't we all just get along?? 

[CoolHandJack]

Oh man, that is awesome news. Hopefully all networks start doing that.

[Steveagain]

Of course, I did ask the local grocer if they stocked Hurley-sized buckets of Dharma-brand ranch dressing.  That stuff looks delicious and stays fresh at room temperature for years!

I think a great marketing opertunity is being missed here, would you buy an Apollo bar if you saw them on the shelf ?
Personaly I would love to see Heinz salad cream in a Hellman's style jar with the Dharma logo on it and saying "Ranch Composit" 

Does anyone remember the simpsons Crusty cola ? You just had to buy a can 

[Lockdown]

That is good news, but I hope the non-ad versions are still stuck on the net!

You could hack a bit of code to play soothing classical music over the commercial breaks... don't think the advertisers would be too happy, but they're the spawn of satan anyway. Course the lawyers that come after them are satan's left and right testicles in the flesh, but thats another story.

[Yuzi]

That is good news, but I hope the non-ad versions are still stuck on the net!

You could hack a bit of code to play soothing classical music over the commercial breaks... don't think the advertisers would be too happy, but they're the spawn of satan anyway. Course the lawyers that come after them are satan's left and right testicles in the flesh, but thats another story.

lmao...

[Peel]

"The shows, being offered by the Disney-ABC Television Group, will be supported by advertisers, including yada yada yada, among others."


good news it's going to be filled with adds   

[Lockdown]

good news it's going to be filled with adds   

Would you expect any less from the wonderful people at ABC?

[gourmet_emu]

Would you expect any less from the wonderful people at ABC?

Maybe an episode where everybody ends up at Disneyworld, like the used to do back in the TGIF days of ABC.