• by Wayne Friedman , January 10, 2011

Pasadena, Calif. -- ABC Entertainment wants not only a strong programming network, but some strong marketing messages that build its brand name. 

In speaking at the Winter Television Critics Association here, Paul Lee, president of ABC Entertainment Group, said: "The ABC brand as I see it is a combination of smart with heart. That is a really unusual combination. We don't always live up to to it. But at its very best, we make culturally defining shows -- smart, big-event, aspirational television." Lee takes this message to heart. Talking about the upcoming show, "Body of Proof," featuring Dana Delany, there are concerns from critics about the long delay. (It had been slotted to debut last fall.)

"I was worried there were too many shows -- 60 to 70 shows on broadcast," says Lee. "What had become most important for me is to find a launch pad."

He adds: "Let's give it to January; let's give it a few weeks. I didn't want to just throw it up there. I've learned with marketing, it takes time. You need to seed it, you want to do the digital, you want to see the key art, and the 30-second spot that does the heavy lifting."

Shows that are in ABC's brand? Surely, a big hit show like "Modern Family" is one. But a growing favorite at ABC is "Castle," perhaps the only procedural drama on the network's airwaves. "Castle really showed its mettle this year," said Lee. "It's a show that targets our brand."

Lee talked about his wish list to do more comedy, having two nights of comedy. He wants to build off ABC's strong Wednesday night lineup of comedies, as well as running 10 p.m. ones -- a relatively new area being experimented by many broadcast networks.

Come April, ABC will start a new sitcom, "Happy Endings," at 10 p.m. and run some "Modern Family" favorites. "Does the audience have an appetite for comedy before going to bed?" Lee asks. "We think they do."

Lee says ABC needs to expand programming horizons when it comes to time periods and premieres. "Our networks have to play 12 months a year," he says. "We don't just compete with all other broadcast shows, we compete against powerful scripted cable shows and other media."