Disney To Offer Ad-Packed Shows Free Via Internet

Reports this afternoon suggest shows such as Desperate Housewives and Lost could soon be offered free online, with Disney packaging special downloads with full ad breaks which viewers cannot skip through.

According to the Reuters news agency, the American broadcaster sees the technology as a way to boost advertising revenues, and will attempt to supplement its paid-for downloads with the ad-laden offerings.

Last year saw Disney sign up to distribute video content through Apple’s iTunes Music Store, with episodes of shows made available on the day after broadcast (see Apple Goes Public With First TV Download Service), although the latest deal would allow advertisers to reach those viewers unwilling to pay for content.

A number of advertisers are already reported to have signed up for Disney’s system, including motor giant Ford, Procter & Gamble and Unilever.

Disney was not available for comment on the speculation this afternoon, although such a move would bring the broadcaster into line with web-TV efforts by rival broadcasters, including many British operators who have recently begun to embrace the technology.

Last week saw the BBC’s director of new media and technology, Ashley Highfield, reveal the results of its recent iMP trial, which allowed 5,000 viewers to download TV content direct to their PC up to seven days after broadcast.

Speaking at Milia, the audiovisual and digital content market at MipTV in Cannes, Highfield claimed the technology could revolutionise broadcasting, and provided a glimpse of the future for TV distribution. Walt Disney Company: 020 8222 1000www.disney.co.uk