ABC's 'Day Break' Gets Multi-Net Support

ABC is turning to its corporate siblings for a multi-network on-air promotion behind new drama "Day Break." But will anyone see it when it airs ... at daybreak?

ESPN and SoapNet--as well as affiliates--will all air a 30-second spot for the drama at 6:17 a.m. on Nov. 14 and 15. "Day Break" premieres Nov. 15 in the Wednesday slot occupied by "Lost," which is going on hiatus to avoid repeats.

The time is a reference to the show's plot, in which a detective (played by Taye Diggs) is essentially trapped in a miserable day that starts at 6:17 a.m.

The show will also receive marketing support from a "Day Break" game on ABC.com, sneak-peek video clips on the site and in-cinema spots. Also coming is "in-tunnel" advertising in large markets, where a series of billboards will create a moving sequence as consumers ride by on trains. "Day Break" debuts Wednesday, November 15 at 9 p.m. in the "Lost" time period.

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