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News
ABC Makes TV Shows Available on AOL
Wednesday, September 19th, 2007 at 4:00 PM - by John Martellaro
Starting Thursday, Disney owned ABC will make is full-length, prime time shows available for free on AOL, according to the Wall Street Journal.
The launch comes well before NBC Universal and News Corporations Fox are expected to unveil their joint venture called Hulu in October. The WSJ noted that CBS shows are already available on AOL.
The ABC deal revealed that the TV Networks have had to shift their strategy over the last 18 months. At first, the rapid growth of viewership on the Internet attracted the attention of advertisers. As a result, all the major networks made their shows available on the Internet in some fashion -- with varying degress of technical success.
Lately, however, the Networks have had to alter their strategy, striking deals with major portals. Part of the reason for the change was the fear of alienating local affliates by making too much content directly available on the Internet. As a result, ABC is taking steps to assuage affiliates who are concerned about loss of revenue by geo-targeting their ads with the portal technology.
"The single most significant impediment to stations being able to take good advantage of this opportunity has been the inability to target the viewing that occurs in their markets," said Ray Cole, chairman of the ABC Television Affiliates Association.
iPO notes that the process of delivering TV shows has become severely fragmented as the studios try to reach as wide an audience as possible with as many technologies as possible. Strategies have changed as the studios have uncovered technical problems in delivery, sought to ensure DRM and felt pushback from vested interests as well as viewers. Flipping around the channels has taken on a new meaning in 2007.
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