ABC will "soon" begin streaming a limited number of episodes of some of its "most popular shows" over its new MyABC Web site, the network's top salesman, Mike Shaw announced at the AAAA Media Conference.

The advertiser-supported streams will be available starting 12 hours after their network broadcast, Shaw said during a morning panel session. Viewers will not be able to pause, rewind or fast forward the streams. Once they start, they can't stop, he said.

Each stream will be sponsored by just one advertiser, Shaw said. Each will have three commercial breaks, but there will be only one 30-second spot—at the very beginning. Viewers will be able to choose commercials during the other breaks.

"We are fighting to get advertisers into all these new platforms," he said.

The streaming would be another blow to the affiliates' exclusivity to network programming. The first blow came last fall when ABC made a deal with Apple to sell popular primetime shows as downloads for iPods.

ABC and its affiliates have been having discussions concerning sharing of revenue from the non-broadcast distribution of ABC programming.