• by Wayne Friedman , June 5, 2006

"Buy It Now" is now buy it later--if at all.

The ABC online bidding show, sponsored in large part through eBay, was scheduled to air on the network in July. Now eBay has pulled out, for unknown reasons.

The show featured families that were to be given a chance to make big bucks from placing their "hidden treasures"--collectibles, memorabilia, artifacts, and other items--online. ABC could replace "Buy It Now" with another reality show from "The Con Test," from FremantleMedia North America--a British game show where contestants bluff and lie to trick opponents.

"Buy It Now"--a joint venture between eBay, ABC, and Madison Road Entertainment--was to air on Monday and Tuesday nights at 9 p.m., starting July 31st. Madison Road, along with Imagine Entertainment, has another reality effort out this summer--"Treasure Hunters"--on NBC, a kind of "Amazing Race" meets the "Da Vinci Code" show.

Branded integration was to be major part of the deal for eBay, driving traffic to the site. The online bidding service company has gone this route before, spending some years developing a syndicated TV show from Sony Pictures Television. That didn't get off the ground either.