Television streaming trial provides Disney with consumer insights

MUMBAI: US media conglomerate Disney-ABC Television Group has announced key findings from its streaming video trial.

The two-month-long trial this year offered ad-supported, full-length episodes of Lost, Desperate Housewives, Commander in Chief and Alias. This marked the first time a channel made multiple series available for viewing online, free of charge to consumers. 10 US advertisers including AT&T, Cingular and Ford took part in the test.

In May and June,'s broadband player served over 5.7 million episode requests, totaling 16 million video streams. Based on survey research conducted for ABC by Frank N. Magid Associates during the trial, 79 per cent of those surveyed had a positive online viewing experience and 87 per cent responded that they were likely to recommend the site to others.

The broadband player attracted a young, highly educated audience. The average age of users was 29, and more than half were college graduates. Users of the broadband player were almost equally split between males (47%) and females (53 per cent).

The majority of online viewing for episodes occurred within the first 24 hours of their broadcast on ABC. Approximately two-thirds of those surveyed watched complete episodes, with partial viewing of episodes occurring mainly because viewers had already seen the episode on TV or were interrupted. The majority of users viewed from home, using a desktop computer. The number one reason given for viewing online was because users had missed the episode on TV.

On average, 87 per cent of users surveyed were able to recall the advertiser who sponsored the episode they viewed. Those viewers embraced the interactive advertising, with over 50 per cent rating the advertising experience positively and 84 per cent believing that they were getting a great deal by being able to watch the episode online for free in exchange for watching the ads.

Disney-ABC Television Group president Anne Sweeney says, "The launch of's broadband player was a huge step for us as we strategically reposition our websites from marketing tools to rich entertainment platforms. The research that has come out of the trial helped prove true several hypotheses regarding our consumers and their online viewing patterns.

"With the data we have collected, we are better equipped to move forward with our advertisers and affiliates to create new multiplatform opportunities for our consumers."

Disney-ABC Television Group executive VP, digital media Albert Cheng says, "The research we gathered from this trial has been invaluable as we move forward with next phase of the broadband player. We have been extremely pleased with the consumer feedback from the trial, and are busy working on some minor adjustments to the broadband player in order to again make full episodes available to consumers this fall. When we relaunch, the basic concept of ad-supported, free to the consumer full-length episodes will return along with some added features to enhance the consumer experience."

Latest Reads
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories