• Mediaweek, Wednesday, November 4, 2009 10:36 PM

ABC will launch its new tool ABC Social: Episode Commentary on ABC.com this Saturday, Nov. 7. The debut coincides with the premiere of the sci-fi remake "V." The new tool allows Web viewers to add their two cents by commenting on the show in an adjacent window to the left of the site's video viewer.

Users can log in to the feature using their Facebook accounts and can instantly share their personal commentary with their Facebook friend circles if they want. To make ABC Social more compelling, the site will include commentary from "V" executive producers Scott Peters and Steve Pearlman. ABC plans to include such "insider" commentary alongside other shows down the road.

ABC Social's main goal is to enhance the on-demand viewing experience. One person can watch a show, attach comments to the scenes that interest him or her and then share them with a friend. That person could then watch that same episode hours later and view his friend's comments, then add his own. ABC is testing inserted ads within the stream of comments in the ABC Social feed.

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