Content providers and advertisers must make "radical changes" if they are to continue to reach consumers, who want anytime/anywhere access to entertainment on any device, according to Albert Cheng, EVP of digital media, ABC Television Group, writes MediaPost's Tobi Elkin. Chang was giving the opening keynote speech of the OMMA Hollywood Conference & Expo. "We have to define ourselves as an entertainment network regardless of technology, and based on individual consumer preferences," he is quoted as saying.

Cheng said ABC wants to cultivate direct relationships between its brands and consumers. "People use brands to navigate their options; we must sharpen our brands." He said ABC needs to have a branded programming presence everywhere - online, on cable, on cell phones, on TV, on a Nintendo GameBoy Advanced - "everywhere our consumers are. But we must understand that the internet gives us a direct two-way connection to consumers to deliver a personal, customized experience."

Cheng said online video that offers relevant interactivity is key: "There's nothing better than video - it strikes an emotional chord, and has a halo effect," noting that ABC is trying to introduce interactivity into advertising to make it more valuable, and is targeting advertising and sponsorships that offer consumers the opportunity for interaction.