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First, the faith. In 2004, ABC was fourth in the ratings. One series in its pipeline was based on an idea by then chairman Lloyd Braun: a fictionalized Survivor. ABC turned over the project to producer J.J. Abrams and his partner Lindelof, who elaborated the concept into a wild, character-driven mystery. The wisdom in TV then was that viewers were too busy to follow continuing story lines. Simple procedurals like CSI reigned. "We would have loved to have had a CSI," says Stephen McPherson, then head of Touchstone Television and now ABC Entertainment president. "But given our choices...
...that the producers and ABC this summer created The Lost Experience, an online game that delved into the Dharma Initiative, the secretive international project alluded to on the show. For more than four months, players hunted for clues in phony corporate websites, voice-mail messages and video clips online. The trick was to give away information that would tantalize hard-core fans but casual viewers wouldn't need. (Among the tidbits: Dharma stands for department of heuristics and research on material applications. See what you can do with that...
...grassroots frenzy like Grey's Anatomy's can't be entirely manufactured. What started as an iffy mid-season replacement in 2005 has turned into a monster hit for ABC with a fiercely devoted following, the majority of whom are women. Last season Grey's was the highest-rated 10 p.m. show on any network and the second-highest-rated drama among the coveted 18-to-49 demo, second only to Lost. McDreamy's picture is plastered on school lockers, cell phones, screen savers and even cubicle walls. "There aren't many characters like him on TV," says Robert Thompson...
...medical drama built around a group of hyper-self-aware, high-achieving surgical interns in a Seattle-area hospital, Grey's Anatomy is anything but brain surgery. In fact the only question on the minds of millions of devoted viewers of ABC's breakout hit, which has its third season premiere Thursday at 9 p.m., has nothing to do with medicine or science and everything to do with chemistry - the romantic kind. Whether they are high-school girls experiencing their first big crush or their mothers relishing a good nighttime soap - hordes of whom watch the show together...
...worth. Disney/ABC'S marketing department has used on-air promos constantly, along with two-hours of reruns on Thursday nights, free downloads on iTunes and sneak peeks in a four-minute music video, "How To Save A Life," by The Flay. To top it off, ABC released the second season's DVD set and soundtrack last week - all amping up the frenzy in the final stretch...