[FEATURE] 20 years ago today, Freeview viewers were treated to the launch of a very different type of TV channel that’s still remembered today.
- Disney-owned abc1 stayed on air for three years, bringing viewers comedy, drama and children’s programmes
It was a Freeview exclusive channel like none other before it.
Just two years after the launch of Freeview, US broadcasting giants had taken notice of its success in attracting viewers.
A scramble for available Freeview slots had began, with reports of broadcasters splashing out up to £12 million per annum for the privilege of securing another Freeview slot. ITV and Channel 4 led the way in bidding high, largely thwarting various plans from US broadcasters.
But Disney-owned ABC still managed to secure a slot, and in August 2004 announced plans to launch its first free-to-air UK digital TV entertainment channel.
On 27th September 2004, the new abc1 channel launched on Freeview channel 15. Losing out on a full 24 hour slot on Freeview, abc1 made do with a daytime-only slot, bringing the channel to an abrupt end at 6pm. The channel wasn’t available from transmitters in Wales, either.
What was on abc1?
The channel was home to shows including 8 Simple Rules, Home Improvement, Scrubs (seasons 1 and 2) and The Geena Davies Show. Viewers could also watch long-running US soap General Hospital and the 1980s comedy drama Moonlighting, starring a young Bruce Willis and Cybill Shepherd. Award-winning Sportsnight made its UK debut on the channel.
Something very different for UK viewers
abc1 was unashamedly American and very different to what UK viewers were used to at the time.
After an initial ad-free launch period, abc1’s ad-breaks followed the US model of inserting two instead of one ad break in a 30 minute programme – once after the opening titles and once before the closing scene and credits. It’s something that never took on among other US broadcasters making the jump to the UK. It’s logo was placed in the bottom right, as opposed to the top left corner favoured by UK broadcasters.
Expansion
After launching exclusively on Freeview, Disney launched abc1 on Sky plus ntl and Telewest (Virgin Media’s predecessors).
That allowed abc1 to start extending its schedule into the evenings, running until midnight every night. But Freeview viewers still got cut off at precisely 5:59pm.
In 2006, abc1 added children’s TV programmes from Playhouse Disney in a new morning slot. Back then, Playhouse Disney on abc1 went head-to-head with Noggin (from Nick Jr) over on the former TMF Freeview channel.
abc1’s demise
But the first signs all was not well were emerging. The channel failed to add much more new programming, becoming heavily reliant on the same shows on a loop, occasionally moving shows to different timeslots, so viewers tuning in at a particular time would see something different.
Meanwhile, as additional Freeview slots became available, ITV and Channel 4 continued to outbid others. They filled slots with channels including ITV Play and Quizcall, which through dubious call-in shows would help cover the millions invested in Freeview slots.
In 2005, Channel 4 launched E4 and E4+1 on Freeview. That created a new competitor that would in the years to come offer viewers a similar diet of back-to-back US comedy during the day.
Disney was stuck with a restricted hours, restricted coverage slot. On 7th September 2007, Disney announced it was pulling the plug on abc1. Explaining its decision, the company cited the lack of a primetime Freeview slot. This restricted its availability to earn enough ad revenue. Instead, Disney focused on its other channels, which were exclusive to pay TV.
It had been due to close on 1st October 2007. However, its closure was brought forward, suddenly going off air at midday on 26th September 2007, one day short of its third anniversary.
abc1 isn’t technically the only Disney channel that’s been on Freeview. More than a decade later, Disney had acquired 21st Century Fox, which via a subsidiary, operated TV channel YourTV on Freeview. But this time around, Disney wasn’t interested in running a Freeview channel. Six months after the takeover of Fox was completed, YourTV was up for the chop.
Interestingly, Disney ended up closing YourTV on the same day – 27th September – back in 2019.
See also
- Freeview: the channels that failed (from 2022)
By: Marc Thornham | Image: ABC / The Walt Disney Company