• Forbes , Monday, August 10, 2009 10:15 AM

ABC heads into another television season with its most aggressive development slate in years. In an attempt to lure viewers back to prime time, the network is betting big on the situation comedy, a genre that has had scant success of late. Come fall, there will be four comedies--including new star vehicles for Kelsey Grammer, Courteney Cox and Patricia Heaton -- sharing the schedule with three new dramas and a reality competition show.

Still bolder: The network plans to serve up the stable of half-hour comedies as an all-new two-hour comedy block on Wednesday evenings. ABC execs acknowledge the move presents challenges from both a marketing and genre standpoint, but say the network cannot afford to shy away from taking chances.

"We have to remain ambitious; I think we've only succeeded when we've been ambitious," ABC Entertainment Group President Steve McPherson said at the TCA confab over the weekend. He referenced previous risky programming moves that became enormous success stories, including "Lost" and "Desperate Housewives."

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