'Mad Men' Campaigns For Second Season In July

AMC's Mad MenIn another example of cable's burgeoning acclaimed dramas taking advantage of broadcasters' summer down time, AMC will debut season two of "Mad Men" on Sunday, July 27.

It premiered in July a year ago, and this summer will join other cable networks' dramas, such as A&E's foray into the genre with "The Cleaner" (July 15) and the return of TNT's "The Closer," also in July.

Lifetime's second season of "Army Wives" starts June 8, and USA's new drama "In Plain Sight" arrives Sunday. Lifetime was so confident that its show could take on broadcasters that it planned to launch it in the spring, but was delayed by the writers' strike.

AMC will try to give "Mad Men" a boost, via a marathon of all 13 season-one episodes a week before July 27. The episodes will also be available on VOD, including in HD, starting June 30.

AMC began production of season two in April, waiting until the writers' strike concluded. The series is set in a New York ad agency in the 1960s.

Broadcasters no longer eschew original programming in the summer, but focus heavily on reality fare, offering an opening for cable networks.

Both CBS and NBC are launching dramas next week--"Swingtown" and "Fear Itself," respectively.

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