ABC, Affiliates Reach ‘Landmark Agreement’ To Lift Repurposing Limits, Give Local Content, Ads

ABC is reporting a deal with its affiliates today that gives the network much more leeway for repurposing content across platforms and alleviates affiliate concerns about the network providing VOD to multichannel competitors. It centers on ABC’s “fast-forwarding disabled” VOD: ABC will supply network programming through a local ad-supported VOD service to cable, DBS, telco and land-line operators who agree to disable fast forwarding. Each affiliate will get one 30-second local avail within each half hour of programming.

The deal also lifts the network’s repurposing restrictions, which should let ABC expand its multi-platform programming. The announcement includes the phrase “at any time” and calls out iTunes and Xbox as examples of download services. More to come.

Trial results: ABC and Cox Communications have been testing free fast-forward-disabled VOD in Orange County for the past few months. The network says initial research by Knowledge Networks/Statistical Research showed:

— 93 percent of users find the advertising acceptable in exchange for gaining free access to their favorite shows.

— 20 percent preferred the free VOD to DVR, even with fast forward disabled.

— incremental viewing increased with 27 percent saying they wouldn’t have watched the ABC shows without access via My Primetime On Demand.

Cox says it looks forward to expanding the concept with ABC and other networks. No specifics.

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