For the launch of its 1-hour hospital drama, "Gideon's Crossing,'' in October, ABC is offering a single presenting sponsorship to Johnson & Johnson, according to several executives. The first episode comes from an extra-long pilot centering on a man's fight with cancer; ABC decided to leave the episode untouched and put together the special offer. J&J will get 60-second spots at the beginning and end of the debut, as well as future promotional tie-ins. An ABC spokesman was unavailable for comment.
Copyright September 2000, Crain Communications Inc.