Irony: Disney turns to the Web to force you to watch commercials

The NYT reports that Disney will release some of its shows on the web the day after they're aired. The catch, in order to watch them you have to watch the commercials.

This seems like a back to the future move which is so counter-intuitive it may actually make sense. I think that advertisers might actually look more favorably on full attention from a web-savvy audience even though it may be smaller, over being ignored by a mass audience on TV.