• TV Week, Monday, June 25, 2007 10:15 AM

ABC Family will increase the number of commercials in the first pod position in next season, reducing the number of network promos and hopefully boost audience retention. It will also begin using "Tease 'n' Reveal" to try and keep viewers from changing channels or fast-forwarding on their DVRs.

And, at the beginning of the last break in original series programming, it will put a sponsored tease that urges viewers to stay tuned to see scenes from the next episode. During movies, viewers will be asked trivia questions and get the answers during the break. "We listened to our advertisers and are attempting to address their needs" says Laura Nathanson, executive vice president, ad sales, ABC Family.

"These tactics reflect our commitment to finding advertising solutions." The channel is also rolling out an awards program where viewers can go to its Website to answer nightly trivia questions and earn points that can be redeemed for prizes. "This is an innovative consumer loyalty plan that rewards our viewers. As it develops, it will incorporate additional opportunities and benefits for our advertisers," Nathanson says.

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