ABC TV shows have been watched some 3 million times online since Disney unit ABC launched its free service two or so weeks ago, according to Disney CEO Bob Iger on Thursday, reports Reuters. The numbers are an early indication of the demand for TV shows online. Four ABC shows, including "Desperate Housewives" and "Lost," have been offered free, supported by ads.

"We're going to experiment with different business models," likely including a pay model, Iger is quoted as saying. For now, each online episode begins with a 10-second sponsor message, followed by three commercials during program breaks.

Viewers can either watch the ads or click through them to get to the next segment of the show.