• by Wayne Friedman , July 17, 2008

Beverly Hills, Calif. -- ABC will start a major image on-air promotional campaign for its fall shows, featuring its big programming stars and other talent.

The creative will break on the network's air in mid-August, a few weeks before the season begins, with a 60-second and a 30-second promotional spot. The network will not disclose the theme as yet--but said the stars from ABC Daytime shows, as well as its news personalities, will be included in the campaign.

"We haven't done one of these for a long time," Marla Provencio, executive vice president or marketing for ABC Entertainment, told MediaPost at the Television Critics Association meeting. "It's a bit of a challenge because lots of our shows have big casts."

In years past, networks produced large promotions at the start of the season, showing off their family of stars. But many of these efforts went out of favor when networks decided to focus more on specific programming efforts and/or particular nights of the week.

ABC continues with its "Start Here" campaign, which pitches the idea that while ABC-related content can be found on an increasing number of digital platforms, the ABC network is the starting place.

Steve McPherson, president of ABC Entertainment, fielded questions during the early morning session of the TCA--included one pressing inquiry from a seemingly anxious TV reporter for a Florida newspaper.

He wanted to know if ABC was interested in getting Jay Leno, and when NBC would let him go. It turns out the reporter--and the question--were a purely staged affair from Jimmy Kimmel, host of ABC's own late-night "Jimmy Kimmel."

On a serious note, McPherson said he didn't know what would happen with Leno--but he was ready to listen. "Concerning the Leno situation, I can't believe they are going to let this guy go."

ABC will look to "reset" its fall season, due to disruption from the writers' strike. Marketing efforts will address returning shows. "One advantage of the strike--we can get to promote returning shows," said McPherson. "We are going to push "Desperate Housewives" and Sunday night." Second, ABC will focus on the reality show "Opportunity Knocks," a game show that comes to viewer's homes, airing on Tuesdays at 8 p.m.

Provencio says three shows from a year ago--"Pushing Daisies," "Private Practice" and "Dirty Sexy Money"--will also get significant promo time. The hope is re-start these programs, which may have been affected by the writers' strike.

While there will be a sizable campaign for its highly touted new series "Life on Mars," McPherson says it won't get as much as the others. "Mars" gets the benefit of a major platform--Thursday at 10 p.m., right after "Grey's Anatomy."

"As in the past, we are prioritizing our marketing," says McPherson. "If you are delivering 30 million viewers ("Grey's Anatomy") or a show that has to start the night ("Opportunity Knocks"), you look at them differently. You look at which show needs a little more support."

Regarding the network's successfully athletic reality summer show "Wipeout," McPherson's says he is looking at more shows, but doesn't exactly know when and where. "I've love to have a summer asset like CBS has with 'Big Brother,'" he says.

ABC also released its fall launch schedule:

Friday, Sept. 19
10-11 p.m.: "20/20"

Monday, Sept. 22
8-10 p.m.: "Dancing With the Stars" (special two-hour performance show premiere)
10-11 p.m.: "Boston Legal"

Tuesday, Sept. 23
8-9 p.m.: "Opportunity Knocks" (new series debut)
9-11 p.m.: "Dancing With the Stars" (special performance show)

Wednesday, Sept. 24
8-9 p.m.: "Dancing With the Stars Results Show Special" (special day and time)
9-11 p.m.: "David Blaine Special"

Thursday, Sept. 25
8-9 p.m.: "Ugly Betty"
9-11 p.m.: "Grey's Anatomy" (special two-hour season premiere)

Sunday, Sept. 28
7-9 p.m. "Extreme Makeover: Home Edition" (two-hour season premiere)
9-10 p.m. "Desperate Housewives"
10-11 p.m. "Brothers & Sisters"

Tuesday, Sept. 30
9-10 p.m.: "Dancing With the Stars Result Show" (regular day and time-period premiere)

Wednesday, Oct. 1
8-9 p.m.: "Pushing Daisies"
9-10 p.m.: "Private Practice"
10-11 p.m.: "Dirty Sexy Money"

Friday, Oct. 3
8-9 p.m.: "Wife Swap"
9-10 p.m.: "Supernanny"

Sunday, Oct. 5
7-8 p.m.: "America's Funniest Home Videos"
8-9 p.m.: "Extreme Makeover: Home Edition" (regular time-period premiere)

Monday, Oct. 6
9:30-10 p.m.: "Samantha Who?"

Thursday, Oct. 9
9-10 p.m.: "Grey's Anatomy" (regular time-period premiere)
10:00-11:00 p.m.: "Life on Mars" (new series debut)

Tuesday, Oct. 14
10-11 p.m.: "Eli Stone"