• by Wayne Friedman , August 9, 2009

Pasadena, Calif. - ABC Entertainment Group President Stephen McPherson stepped into the Paula Abdul breach during ABC's part of the Television Critics Association meeting here: He's interested in the now former "American Idol" judge.

"Absolutely," he said. "I was a little stunned by their [Fox's] decision. We love to have her as a contestant, participant, or judge."

McPherson believes there is something about Abdul's sensitive persona on "American Idol" that viewers are attracted to -- something ABC would consider, especially for the likes of ABC's big reality competition show, "Dancing with the Stars." In the past, Abdul reportedly has expressed interest in being a contestant on "Stars."

Considering its big fall lineup -- and its ambitious attempt to launch all new shows on Wednesday night, which includes four comedies and one drama -- McPherson says there will be a noticeable amount of marketing for that specific night.

McPherson says this effort will be similar to how the network launched "Desperate Housewives," where ABC focused "Housewives" and one or two other shows for virtually all its on-air and off-air fall marketing resources.

NBC's move in running Jay Leno five nights a week at 10 p.m. will affect all broadcast networks, according to TV analysts, who project that NBC viewers who are fans of scripted dramas will flow to ABC and CBS.

"We do see 10 p.m. as a major opportunity for us," he says. "There are going to be a lot of viewers thrown up no matter what Leno does." McPherson says there will be some marketing efforts made specifically for this.

Higher TV production costs have been an issue in this weak economy. But McPherson says brand entertainment isn't a remedy for TV producers -- especially for scripted dramas, which can cost $2.5 million or more per episode.

"Unless it gets to a sponsorship level, or a major integration, then I don't think it really helps in a major way," he says.

From an ABC advertising/marketing perspective, however, there is value. "We are looking, for example, to sell the 'Lost' global experience," he says. "So you are going be associated with the 'Lost' premiere, the DVD, the online game, and ABC.com. I don't think it's about putting a [product] in a show and getting an extra $200,000."