• by David Goetzl , June 10, 2009

AMC said Wednesday that its critically acclaimed, much-hyped -- although not necessarily high-rated -- "Mad Men" will debut Aug. 16. That means a portion of its 13 episodes will compete head-to-head with first-run broadcast series in the fall.

The show airs on Sundays in the 10 p.m. slot.

"Mad Men" is entering its third season, and AMC said the premiere episode this year will be "presented with limited commercial interruptions." The network did not say whether a single advertiser would serve as a sponsor. The series is the first basic-cable show to win an Emmy for best drama.

On Aug. 10, as is typical for cable series, AMC will try to build interest for the new season with a 13-hour marathon showing all season two episodes.

The network also said season one is now available via VOD, while season two will be ready July 20. The series' pilot episode from 2007 is accessible gratis on AMC's Web site.

"Mad Men" has brought some buzz to AMC, but its ratings would likely have gotten the show canceled if it aired on a broadcast network. Total viewers last year averaged 1.5 million, which would barely place it within the top-150 shows on broadcast TV.