ABC.com is introducing a new feature that will enable viewers who stream online TV shows to attach comments to specific scenes, and then share their commentary with friends on Facebook.The tool, called "ABC Social: Episode Commentary," debuted Saturday, Nov. 7 during the premiere of the sci-fi thriller "V," and also includes notes from show producers, actors - and advertisers.
ABC's new platform comes as marketers are looking for new ways to reach TV viewers who have shifted to the web.
A recent Conference Board study found that nearly 25% of U.S. households now watch TV online, of which two-thirds access their favorite programs through streaming video, MarketingCharts reports. The study also found that more than two-thirds of online viewers access their favorite program through the official TV channel's home page.
With the new tool, ABC.com users viewing streaming episodes can make comments in an adjacent window to the left of the site's video viewer. Using Facebook Connect - which is integrated into the player - they can then choose to share their comments with Facebook friends.
The site will also offer "insider" commentary to complement the show. During this past weekend's "V" premiere, users saw commentary from the show's executive producers, Scott Peters and Steve Pearlman. ABC executives are confident that advertisers will choose to join the conversation as well.
"Episode Commentary is great example of how we are continually pushing the envelope to create 'what’s next' and use our digital platforms to further engage the core fans of our series," said Alexis Rapo, VP, Digital Media, ABC Entertainment, in a press release.
"Now online viewers at ABC.com can not only take part in a world-class viewing experience, but also engage with "show experts' and share their own viewer-created commentaries seamlessly within our player – the result is a rich, social experience that can only be found on our site," she said.
In an example of how advertisers might get into the act, Rapo noted that Sears, which is a major advertiser on ABC's "Extreme Makeover: Home Edition," could use the new tool to make comments about products featured during that show, she said (via MediaPost), adding that the network believes the new platform presents a "compelling opportunity" for advertisers.
