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ABC Unveils Unusual Integration Ideas

ABC told advertisers during its program development meeting yesterday that it is considering inserting commercials into shows as a way to make ads and programming seamless.

ABC used 10 examples, in shows such as Ugly Betty, of how ads might be incorporated into content, writes MediaPost.

For example, ads during the shows popped up out of media props such as cell phones, print ads in magazines and televisions, with marketing messages for automotive, beverage and sinus remedy brands. The network is working on such options in order to help keep viewers engaged even during commercials.

ABC emphasized that these ideas were definitely works in progress. One reason the network can’t commit to offering such devices is the fact that writers and producers might not be inclined to help the network pull it off by allowing for content changes. Says Shari Anne Brill, senior vp of program analysis for Carat USA, “I imagine more powerful producers would say, ‘No way, Jose.”

Other networks are seeking new ways to integrate products and ads into their programming, as well. Lifetime, for example, has built an entire series around a PerfectMatch.com integration.

ABC also announced that it is picking up 14 shows for next season - one of the most extensive pickups of shows for a new season that the network has ever made. They include Brothers & Sisters, Men In Trees, Ugly Betty, The Bachelor, Boston Legal, Dancing with the Stars, Desperate Housewives, Extreme Makeover: Home Edition, Grey’s Anatomy, Jimmy Kimmel Live and Lost.

America’s Funniest Home Videos, Supernanny and Wife Swap have also been picked up for next season.