• by David Goetzl  @dgoetzl, May 15, 2007

ABC is continuing its efforts to redefine the meaning of television. A new marketing campaign directs viewers to its content on a multitude of platforms--linear on-air telecasts are just one option. The work is groundbreaking. ABC is essentially saying it wants its programming consumed as much as possible, but the network is becoming platform-agnostic as to how viewers access it.

The consumer outreach begins with the tagline "ABC Start Here." The network is looking to steer people to various outlets, from ABC.com to iTunes. "This campaign reinforces the message that great TV starts with ABC, no matter how or where you watch it," said Anne Sweeney, co-chair of Disney Media Networks, and president of the Disney-ABC Television Group. "We're inviting viewers to start with us and giving them an easy way to stay connected with our programming across various platforms."

The campaign is no doubt an outgrowth of Disney CEO Bob Iger's stated goal of creating three powerful brands within the company--ABC, ESPN and Disney--that represent top-quality content and make it accessible on as many revenue-filling stages as possible.

ABC could offer more details and strategies about the new initiative in its upfront presentation today.

On one level, the campaign hopes to position ABC as sort of a branded portal, attempting to persuade consumers to begin their TV-content consumption with ABC, much as they would their Internet surfing with, say, Yahoo. ABC would then provide information on where its content is available: online, on-mobile, VOD or iTunes.

The campaign will use icons that signal to viewers where content is available, with separate ones representing ABC.com, DVDs, mobile and others. Many will appear on-air within programs, noting a show's availability elsewhere. Other icons will appear in print ads to signal that a show is accessible through multiple avenues and provide the necessary details.

The campaign will be used for content in all dayparts, including news and late-night.