The move represents another signal that ABC no longer views television as content sent in a linear pattern through a living-room screen. For advertisers, the initiative and new player will allow for geo-targeting of ads. Creative can be localized and targeted to individual users.

The initiative launches in July in test mode with an HD channel offering full episodes of hit shows such as "Grey's Anatomy" and "Desperate Housewives." More HD programming is slated in conjunction with the launch of the new season this fall.

As networks increasingly produce more content in HD, they continue to lobby advertisers to do the same.

ABC will no doubt press advertisers taking advantage of its online HD streaming to produce their ads in the same higher-resolution quality. "This is all about innovating and creating 'what's next' to give consumers the best experience as they watch our content, regardless of viewing platform," said Albert Cheng, executive vice president for digital media at the Disney-ABC Television Group.

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