Disney/ABC reiterated its third screen video strategy in a deal to make full-length episodes of series accessible to mobile handset viewers on Verizon’s V Cast Video service.
Now V Cast subscribers will be able to watch episodes of ABC series “Desperate Housewives,” “Grey’s Anatomy,” “Lost” and “Ugly Betty” on their cell phone screens, as well as Disney’s “Hannah Montana,” “The Suite Life on Deck” and “Phineas and Ferb.”
Only clips of ABC series had previously been available to Verizon wireless customers.
The deal marks the third such past for Disney/ABC, which had already made full-length episodes available to AT&T and Sprint customers.
“I think we’re just looking to make our content available to viewers wherever they are,” said Disney/ABC spokeswoman Karen Hobson.
Those viewers most likely to connect with their favorite ABC series via cell phone fall in the distinctly younger range of the 18-to-49-year-old consumers that the networks and their advertisers covet.
The strategy of making episodes available via cell phone, or archiving them online, enables viewing continuity for younger consumers whose behavior isn’t necessarily adapted to the “appointment viewing” concept the networks still traditionally promote.
Verizon wireless subscribers can opt for 24-hour access to V Cast for $3 or subscribe to the service for a monthly $15 fee.
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