ABC.com Rolls Out “Ugly Betty” Webisodes Take Two
ABC.com is rolling out six weekly Webisodes to pitch the May return of “Ugly Betty” to ABC’s primetime schedule.
The first in the series, “Ugly Betty: Mode After Hours,” debuted last week. The short-form content follows the show’s characters Marc (Michael Urie) and Amanda (Becki Newton) in different adventures at the Mode fashion magazine publishing office after the workday is done and everyone has left.
“Mode After Hours” Webisodes originally appeared on ABC.com last September and quickly drew a following and a nomination for a NAMIC Vision Award for original short-form Webisode content. The original series attracted more than 10 million views. “Ugly Betty” returns to ABC on May 7.
The content will include behind-the-scenes outtakes, including how the Webisodes were made. Visitors to ABC.com can also find full episodes from the current season of “Ugly Betty,” which can be replayed on the sites Full Episode Player. More than 106 million episodes of ABC TV shows have been played so far.
Last fall, ABC.com launched a new short-form video player, which allows users to embed videos throughout the Web, including their own blogs and third-party social networking sites. More than 2,000 pieces of content can be accessed through the player, including original Webisodes, exclusive sneak peeks and interviews with the stars of ABC’s most popular series, as well as ABC.com’s original daily online series “Start Now.”
“Ugly Betty” is the story of Betty Suarez who dreams of a successful career in magazine publishing. After taking a job at Mode Magazine, the bible of the fashion industry, her indomitable spirit and bright ideas win over the respect of her Mode cohorts despite continuous predictions of failure. She thrives in the ultra-competitive environment in spite of her lack of fashion sense.
