Original Online Programming
In order for ABC.com to become less dependent on the regular broadcast
season of September through May, ABC.com has started to make changes
in its online lineup. ABC.com has created its very own original programming
to extend viewing through the summer. ABC.com has introduced its very
own original short comedy, "Voicemail," just for the web. "Bruce
Gersh, ABC's senior-vice president for business development, says
that in a two-week period the network served up more than 600,000
views of its short series Voicemail" (CIO TODAY). "The goal of
'Voicemail' is to create original content to get people to come back
on a regular basis" (Hanna).
Voicemail:
Episode 17 - "Helmet"
"Voicemail"
first debuted earlier this year about a guy named Michael and what
he does while he checks his voicemail. As this original program
continues to air new episodes ever Wednesday, ABC.com will now have
something to sell over the summer and during off-season broadcasts.
This off-season series tries to solve viewership retention when
regular programs end their season. "Voicemail" and other upcoming
online series are giving customers a reason to come back to the website
and stay interested in ABC television as well.
"The
goal of 'Voicemail' is to create content to get
people to return on a regular basis."
- Hanna
Secondary
Audio Programming (SAP)
SAP is an auxiliary audio channel for television that can be broadcasted
or transmitted both over the air used for an alternative language.
Currently, ABC's website and shows online are only available in
English (Hanna). If the website and online programs were available
in Spanish, ABC would be able to reach a wider audience.
Registration
and Customization
Registering customers would give ABC.com more information on who
is visiting their website. Knowing who their visitors are and what
they like, ABC.com would be able to tailor the website to what is
important to the viewer. Choosing ads that the user deems interesting gives a more personal webpage. Customizing the website for the customer
is another method to retain visitors.
Selling
the Product
Majority of visitors view ABC.com's video player. With the advent
of illegal downloading of shows and movies, the entertainment business
is trying to find new ways to retain customers, while bringing in
revenue.
Downloading using iTunes.
For
more options to earn revenue, after watching the free episodes customers
should be given the option to download that episode. With a small
fee, users can always watch their favorite episode any time they
want. "The ABC would also consider charging people to download
programs from its sites, just as it charges people to buy copies
of its programs on DVD." (Overington, The Australian). This
promotes purchasing more episodes the viewer likes and is a constant
reminder that their favorite show may be playing in the upcoming
future.
Is
it really 'not' cannibalistic?
"Thirty percent of the time spent on ABC.com was during the 8-11
time period" (Shields). It seems as though users on ABC.com are
online while primetime programs are airing, and poses a problem
to "regular" viewership retention.
Conclusion
Michael Pond, media analyst from Nielsen/NetRatings, said "that
as more primetime shows embrace interactive elements - such as voting
for American Idol contestants - primetime becomes Internet time"
(Shields).
