The Hulk is getting awfully popular.

With a third "Hulk" film increasingly likely given the success of "The Avengers," ABC is also pursuing its long-gestating plans for a "Hulk" TV series, ABC entertainment president Paul Lee said Tuesday.

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Disney's ownership of Marvel opens up many opportunities for ABC to pursue series based on Marvel comics characters. Lee said a "Hulk" series didn't come together in time for the 2012-13 season, but could be a possibility the season after that.

Asked if ABC has other Marvel projects in the works, he said: "We've got some in development, but none that I can talk about at this point."

Lee said ABC has passed, meanwhile, on the Marvel-based series "A.K.A. Jessica Jones."

"Avengers" star Mark Ruffalo is the third actor to play The Hulk's alter-ego, Dr. Bruce Banner, on the big screen in the last decade. He has signed a multi-picture deal to play the role, previously filled by Eric Bana and Ed Norton.

"Pan's Labyrinth" director Guillermo Del Toro and Marvel executive Jeph Loeb have been collaborating on a new "Hulk" series.

The original "The Incredible Hulk" TV series (pictured), spawned from two 1977 TV movies, aired on CBS from 1978 to 1982 and starred Bill Bixby and Lou Ferrigno. The character returned in three NBC made-for-television movies that aired from 1988 to 1990. One paired him with the Marvel hero Thor, and another with Daredevil.