Network Web Site's Summer Trial Aims to Measure Hi-Def Interest, Capabilities In July, ABC will become the first network to stream its prime-time shows in high-definition. It's beginning a two-month trial on ABC.com that will morph into a full commercial launch in September.
During the summer trial, ABC wants to learn what percentage of its online audience can watch shows in hi-def, whether they will stay tuned longer, whether they are more likely to connect their computer to a television, and how the consumption patterns vary for hi-def and standard-definition programming. Both the beta and the fall commercial launch are accessible for any online consumer to try. ABC's efforts come as networks kick the tires on a range of online video strategies.
For instance, NBC Universal and News Corp. will distribute shows later this summer across more than 95 percent of the Internet via their joint venture. ABC, by contrast, has focused on distribution of its shows on its own site and on iTunes.
Industry experts consider ABC a leader in online video because it was the first network to stream shows on its site and the first to strike a deal with iTunes. Daisy Whitney spoke to Alexis Rapo, VP of digital media at ABC, about the network's expectations for hi-def content online. Why are you offering shows online in hi-def?
As we continue to try and expand what we are doing with full episodes on the Web, this was the next natural step -- to do a high-quality video experience. What can users expect next month when this launches?
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