ABC and Cox to trial on-demand services

US television network ABC is to test a range of interactive and on-demand technologies with cable operator Cox Communications this autumn. Under a strategic partnership, Disney-owned ABC's media player will appear on Cox's web site, marking ABC's first syndicated media player deal.

The duo will also test technology which inserts advertising into Cox's video-on-demand service, targeting viewers by postcode.

Episodes from hit ABC shows such as Lost and Desperate Housewives will appear on the free-to-view on-demand service, but significantly, Cox will disable the fast-forward feature, thereby forcing subscribers to watch ads.

The trial will begin in Orange County, California, and then be rolled out to other Cox markets.

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