ABC's radical new plan for video-on-demand
Are you kidding me? In a bold new way, ABC has come up with a way to keep viewers from fast-forwarding through the commercials! Okay, it's only in the video-on-demand universe (VOD), but it feels like what was once a convenient, fast way to catch up on episodes of your favorite shows is now going to be invaded with ads you cannot avoid unless you walk out of the room.In a move they're touting as a win-win, ABC/Disney announced today an arrangement that "allows local affiliates to participate in the fast-forwarding disabled VOD offering." The network agrees to provide episodes of their top shows for use in local advertising supported VOD services as long as those operators agree to disable the "fast-forwarding" capability so viewers can't zap through the commercials. There'll be ads inserted, both local and national, but not as many as the on-air broadcasts of shows like Ugly Betty, Lost and Desperate Housewives.
ABC has tested this VOD approach with Cox Communications in Orange County, California, where people surveyed were agreeable to the plan. According to the study, 93% accepted the advertising in exchange for free access to ABC shows on-demand. It's hard to believe that nine out of 10 people would be all right with not being able to use their remote to scan through a show, but the results are the results.
Clearly, the networks are investigating ways to keep our eyes glued to commercials. This new version of VOD is just the latest innovation.

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