Albert Cheng, EVP Digital Media, ABC Television Group is speaking right now at OMMA. You'd think that by now, ABC would get a clue and figure out that there's an interactive component to this newfangled Internet thing. So far, from Cheng's comments, I gather that they want to... * Invest big in content * Build a "marketing platform" * Build "direct relationships," but mostly by using the Internet's pipes to push content.
OMG, he actually believes that ABC's "equity" that has been earned with "consumers" cannot be replaced.
Jeez, he said he also believes that video is the primary driver behind consumers connecting with brands. He uses Sears' online sponsorship of Extreme Makeover:Home Edition as an example, saying that Sears enjoys a halo effect advertising with the show and that association with a show with an "altruistic bent" is beneficial for Sears. Nothing on how conversations about Sears and its products are happening outside the Disney/ABC realm of influence.