• August 18, 2003

ABC Television turned to emerging media firm Digital Bucket to create a DVD promoting the network's new fall season. More than 150,000 DVDs will be given away within the next month, at last weekend's EXPN X Games IX August and ABC's Primetime Preview Weekend at Disney's California Adventure on Sept. 6 and 7. DVDs will also be placed in all packages bought through the Disney auction site on e-bay. "We saw EXPN's X Games as a unique opportunity to reach a key demographic, and wanted to do so in a unique way," says Michael Benson, ABC's senior vice president of marketing. "People are more motivated to sample a DVD these days due to their unique features and content capabilities." Digital Bucket had worked with ABC on a previous DVD promoting Alias.