• by Wayne Friedman , February 26, 2008

Making sure its traditional TV stations are not left out of the growing VOD digital platform, Disney-ABC Television Group will give those outlets a piece of the advertising pie.

TV affiliates will get one spot each half hour in ABC programming that is made available by cable and satellite TV operators on video-on-demand services.

One key requirement: in keeping with the latest efforts in digital platforms, ABC demands that each VOD service disable fast-forward function so that users cannot skip commercials. ABC has not determined how many commercials will run in a typical VOD TV episode.

On its Internet site, ABC stations currently get one local 30-second commercial. Typically, ABC runs four commercials for a typical TV hour drama--three 30-second commercials from one national advertiser and one local 30-second spot. In a half-hour sitcom, three national commercials and one local commercial are aired. In some episodes, a network promo spot airs.

The deal with TV stations also frees the network to distribute programming at any time through the new VOD arrangement as well as through Internet download services, including iTunes and Xbox. ABC has current distribution deals with those services.

ABC and Cox Communications have been participating in a free VOD trial in Orange County, Calif., which involves disabling the fast-forward option for all viewers offered ABC content. ABC says research shows that Cox VOD viewers find the disabling fast-forward function acceptable in exchange for free VOD service.