• by Wayne Friedman , September 21, 2007

It's all about brand expansion in the digital world. That's why Disney-ABC Television Group has inked a deal with AOL Video, where ABC's branded video player will reside.

The network says it's the first time a network's Internet video player will be licensed through a major Web portal in a co-branding deal. On AOL Video, the player will be branded with an "ABC.com on AOL" message. Alongside this will be a local ABC affiliate's station call letters, giving additional brand awareness to ABC affiliates.

This shared equity will offer AOL some much-needed high-profile entertainment branding value for its AOL Video area.

The deal with AOL starts next week--the beginning of the network season--and will feature full episodes of ABC's full prime-time lineup. Around four episodes per series will be available at any given time.

Like the ABC player on its own site, individual episodes viewed online will feature up to three interactive ads from one national sponsor--as well as more local ad insertion.

ABC will continue to sell national advertising for the broadband player, and local affiliates will be responsible for local ad sales.