The single-advertiser initiative--which will bring a limited commercial load--is a first for ABC's daytime lineup. The show will extend its "Hot Topics" segment, with talk about percolating issues and presumably no guests for the full 60 minutes, save the T-Mobile spots.
T-Mobile, whose involvement with the show already includes banners, pre-roll and a sweepstakes promotion on its Web site, will back its new home phone service. The T-Mobile @ Home service is a move into the home phone arena for the cell provider and is billed as an opportunity for unlimited calling.
Heidi Lobel, who heads sales for ABC Daytime, called the arrangement a win-win-win for the network and show, as well as T-Mobile.
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