ABC.com and Warner Bros. Online said Monday they will broadcast parts of an episode of “The Drew Carey Show” simultaneously on television and the Internet Nov. 17 — one of the first such moves by a top primetime show.
The effort will mark the first time ABC and Warner Bros.’ Internet arms work together and will demonstrate just how many Netizens can watch video online at the same time.
Using Microsoft’s Windows Media Technologies software, ABC and Warners are attempting to reach north of 500,000 viewers online. Previous Webcasts — the Victoria’s Secret fashion show, ABC’s broadcast of the Fiesta Bowl, MTV’s NetAid — suffered glitches after hitting the 100,000 mark.
Almost 4 million U.S. households with Internet access watch “Drew Carey” each week, according to Patricia Vance, senior veep of ABC Internet Group.
In the episode, entitled “Drew-Cam,” Carey’s character appears as a pitch man 24 hours a day on a Web site created by the department store where he works. In the show, strategically placed Webcams follow his every move.
As part of the gimmick, exclusive footage recorded by the Webcams will be shown online, at WinLoud.com, WarnerBros.com and ABC.com. Other interactive elements will also be included.
ABC opted not to simulcast the full episode online, fearing backlash from advertisers. The Webcam footage online will be ad free.
Warner Bros. Television produces “The Drew Carey Show,” which airs on ABC on Wednesday nights.