Disney offers free shows online in ad-skipping battle

In a move that could reverse the fortunes of TV advertising, Walt Disney is moving to thwart ad-skipping by making popular programming available free any time on the web.

The content, which can itself be paused, rewound and fast-forwarded, will include ad breaks that viewers can not skip.

Ten advertisers are already said to have committed to the new initiative, which challenges the onslaught of TiVo video recorders, which allow viewers to fast-forward through commercial breaks.

A revamped ABC website will from the end of this month enable viewers with broadband connections to watch free episodes on their computers of hit programmess such as 'Desperate Housewives' and 'Lost', the morning after they air on TV.

Ad breaks will not follow the traditional format. Instead of five interludes in an hour's episode, three breaks only will be screened, but each will last at least one minute and all will be from the same advertiser.

Read more at Brand Republic

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