Go On... Commit to the Revolution
Where Disney's radical content move breaks ground -- and where it falls short.
Where Disney's radical content move breaks ground -- and where it falls short.
You’ve heard about ABC making some of its hit shows available for free online, I trust? There has been a lot of buzz about the topic in our circles; the day ABC made its announcement, I saw several news stories, received a dozen email messages from colleagues, and participated in and overheard several discussions about it in our agency.
If you haven’t heard, here’s what’s happening: In March, the word on the street was ABC would soon start allowing downloads of free, ad-supported shows. Then, last week ABC announced it would make four of its primetime hit shows available online. Starting in May, current episodes of “Lost,” “Desperate Housewives,” and “Commander in Chief” will available for streaming at ABC.com, one episode at a time. In addition, the whole current season of “Alias” will be available. ABC is making all this content available with advertising inserted in the shows. It’s hinting the advertising will be “interactive,” which is intriguing.
Interestingly, though, it’s calling this an experiment. Why? Because it’s only committing to making the content available during May and June. The fact it’s not making this content available for people to download also marks it as an experiment.
The great thing about this is a major network is acknowledging the power of interactive and looking for ways to make its video content available in alternate distribution channels. I have to applaud its for taking that step.
But I also have to say what ABC is doing is less than revolutionary. I’m disappointed, because I think it’s missed a huge opportunity to set the pace for the future of content distribution.
Why?
I hope I’m underestimating ABC’s commitment to this emerging platform. There are rays of hope in the announcement. “The evolution of ABC.com is just one piece of our comprehensive, digital media multiplatform business initiative,” Anne Sweeney, co-chair, Disney Media Networks and president, Disney-ABC Television Group, was quoted as saying. “This announcement highlights the momentum we’ve achieved both in launching new broadband services and working with strategic partners in the digital media space, to ensure that our high-quality, informative and entertaining content is available to consumers whenever and wherever they choose” (my italics).
Pay close attention to what happens next. This is a very exciting time in our business. Whether you know it or not, we are in the midst of a revolution. Make sure you’re a participant, not a spectator.
How do you think networks should approach content distribution, now and in the future? Let me know.