Walt Disney is making its hit shows available via ABC.com as part of its efforts to create the "network of the future," according to CEO Bob Iger, who provided details of the upcoming launch of "My ABC," reports AdAge. He was speaking at the Bear Stearns Media Conference this week. Using an ad-supported model, My ABC will offer shows "Lost," "Desperate Housewives" and "Grey's Anatomy" free of charge. Iger said Disney wants to create various revenue models but did not want to turn its back on the ad community and so would create new opportunities for advertisers.
Ad-free episodes of the shows will continue to be sold via iTunes at $1.99 each. The ads accompanying the online videos would not necessarily be those that air during network broadcast. "There is so much greater consumption of media, the opportunity for advertisers are greater; look at what Google has managed to do," he said. "Our job is to create the new networks and new direct commerce opportunities."
ClickZ writes that the company could offer pre-roll or in-stream video ads, or it could offer Ultramercial-style full-screen ads as ABC is testing (Ultramercial's day pass) for its ABC News Now.
