ABC delves into wireless with Sprint Nextel deal

Mobile subscribers’ options for video and TV programming continue to bloom as spring takes hold. The latest: The Disney-ABC Television Group announced a new channel at Sprint Nextel Corp. for its news and entertainment video programming from ABC Entertainment, ABC News and Disney Channel.
The video will be available to Sprint Nextel subscribers in an on-demand format and via three linear mobile TV channels that will stream continuous programming throughout the day.
The deal brings full-length, on-demand episodes of “Grey’s Anatomy,” “Lost,” “Desperate Housewives” and “Ugly Betty” to the mobile screen for the first time. Kids programming from Disney Channel will also make its mobile debut.
ABC-which so far is absent from mobile TV vendors MediaFLO USA Inc., Modeo L.L.C. and Hiwire L.L.C.-had until now only found a dedicated mobile outlet for its ESPN brand. Sprint Nextel will help push ABC further into the mobile TV landscape with ABC Mobile, a freshly minted linear mobile channel.
Interspersed throughout the broadcasts and on-demand programming will be short-form promotional content from ABC Primetime, ABC Daytime, and ABC News.
“We are excited to team with Sprint to build out our first-ever, multi-brand wireless offering, utilizing content throughout our group to bring an extensive, comprehensive array of world-class programming to the mobile marketplace,” said Anne Sweeney, co-chair of Disney Media Networks and president of Disney-ABC Television Group. “We continue to be focused on finding new ways to connect viewers to the content they want and brands they love on the platforms they chose. This deal not only provides new viewing opportunities for consumers, but also gives advertisers another platform to reach viewers and associate with our powerful network brands.”