“ABC is the only television network so far to offer an application for watching its shows free—with ads—on Apple Inc.’s new iPad tablet computer, and it says its business model is proving fruitful,” Ethan Smith reports for The Wall Street Journal. “The network said that in the 10 days since the iPad’s debut, its TV-show watching app has been downloaded 205,000 times, giving the Walt Disney Co. unit a presence on nearly half the 450,000 devices that Apple says it has sold.”
MacDailyNews Note: Apple said earlier today that they had delivered more than 500,000 Wi-Fi iPads during its first week on sale.
Smith continues, “Moreover, users have watched at least part of 650,000 television episodes using the app, generating ‘several million’ ad impressions, according to an ABC spokesman, although the precise number is still being calculated.”
“Disney-ABC television President Anne Sweeney says the network is pleased with the initial results,” Smith reports. “Advertisers on the iPad so far include Clorox, Lexus, AT&T, Heineken, Sears and Target. For now, Disney is delivering the same kind of 30-second spots seen on television. Starting in the fall, it expects to sell the kind of interactive ads featured on its Web player. Also, ABC eventually expects to give local affiliates the ability to sell ads that would be seen only by iPad users in their markets, a capability that already exists on its Web-based player.”
“The app represents one of the most ambitious attempts to date by a traditional media company to create a new business model on the new Apple device,” Smith reports. “The most popular streamed show so far has been a March 31 episode of the sitcom ‘Modern Family’ that centers, appropriately, on a character’s desire for an iPad.”
Full article here.
[Thanks to MacDailyNews Readers “Fred Mertz” and “Too Hot!” for the heads up.]