ABC is cranking up the jukebox.
It’s not exactly MTV in its heyday, but with an array of pop-song-filled series from “Desperate Housewives” to “Grey’s Anatomy,” the Alphabet web is finding a new groove.
The network says that its online Music Lounge, launched in May, has tallied nearly 1,300 unique listeners per day and that each person who has visited musiclounge.abc.go.com averages about 90 minutes on the site.
The lounge features everything from album artwork to musicvideos to a single-stream radio station programmed to showcase music from ABC’s series.
“Music has always been addressed in our shows but it was never the experience we wanted it to be,” says Dawn Soler, VP of TV music. “With the lounge, you can do everything from listening to music that played last night to seeing what is to come in the future.”
Over two years, Soler worked closely with Mike Benson, ABC’s executive VP of marketing, to create a rich entertainment experience for the net’s audience.
While movies have routinely used song placement to promote soundtrack sales and new artists, and nets have tapped pop and rock tunes (ranging from the WB and “Dawson’s Creek” to the CW’s “Gossip Girl” to CBS’ “Swingtown” promotion on lastfm.com), ABC execs see their Lounge as an opportunity to separate themselves from the pack.
“I think ABC has already positioned itself as the leader in music on TV,” says Peter DiCecco, senior VP of music business affairs. “It has become almost a cliche lately that TV is the new radio. If that’s the case, I believe ABC is the world’s greatest DJ.”