ABC GETS COLORFUL FOR FALL SEASON

Network's On-Air Promos Get New Look

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LOS ANGELES (AdAge.com) -- ABC is no longer mellow with yellow.

The network's 4-year-old marketing effort, which had been dubbed the "Yellow" campaign, will get a bit more colorful starting in September, when the broadcast TV network's fall season begins.

Mike Benson, senior vice president of ABC Entertainment, said the Walt Disney Co.-owned network needed to change its on-air look because of its new direction in programming -- specifically, a new "Happy Hour" block of shows airing weeknights from 8 p.m to 9 p.m. filled mostly with family-friendly fare.

Reds and greens
Mixed into ABC's yellow on-air look will be greens, reds and other colors; for example, the network may use dark reds for its dramas and greens for its comedies, Mr. Benson said.

ABC in 1998 launched a tongue-in-cheek branding campaign built around the theme "TV is good." The highly touted if not controversial effort introduced the now familiar yellow dots and circular ABC logo

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and stark black-and-white photography for on-air show promos.

The yellow campaign was created by Omnicom Group's TBWA/Chiat/Day, Playa Del Rey, Calif. ABC's new agency, Bcom3 Group's Leo Burnett, Chicago, has also pushed the network to use more of its "circle" in other graphics, and ABC will still use the strong yellow color in its on-air look, but the serious-looking photography is being dropped.

As of yet, ABC's new look won't be accompied by new theme line, Mr. Benson said.

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