ABC

Alex at NewTeeVee is reporting that ABC will begin to test adding more commercials into their primetime shows which you can watch on ABC.com. It was just a matter of time right? If you can get x for one commercial, why not get 2x for two commercials or push the rubberband as far as it can go and get 3x for three commercials!

Alex notes, "Web video is about speed; each commercial is another bump in the road and another excuse to click off somewhere else." I am not sure that speed, commercials and content have anything to do with each other. And of course more commercials is an excuse to click off - that's the purpose of the commercial right? P&G doesn't give a rats ass if you see whether Hurley makes it out of the hospital, they want you to click to learn more about Bounty.

Apparently Disney is just testing the idea of multiple commercials and that user feedback will dictate whether they stay or go. Yea and if you buy that, I've got a bridge to sell you. In all seriousness, more commercials only means that real video monetization will continue to be pushed back further.

It's also important to remember that the mainstream audience probably won't care about another couple of commercials. If they are shifting from watching Lost on TV to watching Lost on their computer monitor, why would they expect anything different? Innovation will come from those who can't get the high CPMs.