Exploring the Effectiveness of Advertising in the ABC.com Full Episode Player
Mark Loughney and Michelle HaggerABC Television Network
Martin EichholzFrank N. Magid Associates
INTRODUCTION
In October 2005, the Disney-ABC Television Group began making television programs available to consumers on alternate delivery platforms. The company's goal was to combine the network's popular programming content with the most current technology, to more effectively reach consumers any place, at any time, in the most immersive media environment possible. The first such distribution effort was a partnership with Apple's iTunes that made ABC programming available to consumers for purchase and...