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Tuesday February 26, 2008 11:22 am

ABC To Offer Hit Shows On-Demand… With A Catch

ABC on demand ABC is finally getting with the program and releasing some of its hit shows like and for free to various on-demand cable systems and not just in cities where stations are owned and operated. There is just one catch: viewers won’t be able to fast-forward through the commercials.

In this case though, programming would only have two to five minutes worth of commercial time versus the usual 18 or more minutes aired during hour long programs on network TV.

ABC’s parent company says this is just another way to drive people back to network television while expanding its digital strategy beyond what is already offered on its website ABC.com. The company can also make more money by selling ads within on-demand programming.

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Associated Press

If you’re wondering why this hadn’t happened sooner, the answer lies in the reluctance of ABC affiliates around the country. In the past, they’ve limited how much content ABC could air outside of conventional network air time because of its impact on local ratings. Local stations base their ad rates on the ratings network and local programming generates. The Associated Press says this deal offers affiliates financial incentive to participate such as the ability to sell some spots within the on-demand offerings to local advertisers.

In a trial run for cable subscribers in Orange County, California, 93 percent of users were okay with the ads in exchange for the free service.

ABC already offers full-episodes of most of its shows on-line. Those episodes stop down every so often for video ads that can’t be closed or fast-forwarded through either.

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