Spoiler Alert: New ABC App Lets Multitaskers Post Clips Fast
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Walt Disney Co. has added social- media features to its Watch ABC app to capitalize on the growing number of consumers who multitask while watching TV.
Features introduced this week with the new TV season let mobile-phone or tablet users post messages or read comments on Twitter.com and Facebook.com, while watching a show on the same screen, according to Disney. Viewers can quickly post pre-edited clips from a show on social media with a tool called FastShare.
The app, introduced four years ago, has been downloaded more than 19 million times and is a source of ad sales for Disney, said Albert Cheng, chief product officer for digital media at Disney/ABC Television. The company has signed Target and Daimler AG’s Mercedes-Benz as initial sponsors for the new features. One attraction is the lower average age of a Watch ABC user, at 38 years, compared with 53 for the network. Advertisers typically target younger audiences.
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