ABC adds social aspect to online video viewing

November 7 2009, 8:34am

ABC.com is introducing a new feature to its online video streaming that is aimed at encouraging participants to have a more social experience online. Beginning Saturday, November 7, ABC will launching ABC Social: Episode Commentary which will run alongside the networks premiere of the sci-fi remake V. The new tool will sit beside the site’s video viewer and allow participants to add comments about the show in an adjacent window to the left of the player. Viewers can also log in to this feature using their Facebook accounts which will allow them to share all of their comments with their personal circle of friends and family. “We think this could appeal to all fans of shows,” said Alexis Rapo, vice-president digital media of ABC Entertainment. “Early adopters of this type of offering are generally the super fans. They have the most to say. But we think this product can leverage that sense of commentary in our daily lives that we see all the time. We are very interested to see the types of commentary people create.” The site also plans to include commentary from V executives such as producers Scott Peters and Steve Pearlman. As well, ABC intends to incorporate insider commentary with other shows in the future, potentially involving actors, network executives, show staffers, journalists and even bloggers. “This definitely allows us to engage with a deeper, broader audience,” said Rapo, comparing the experience to the DVD extras model. “It’s so wide ranging in terms of the commentary that might be available. We have lots of interesting ideas keep coming into play.” The new social aspect to the online viewing will also appeal to advertisers. ABC is testing inserted ads within the stream of comments through the new ABC Social feed.