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To help launch its new season, ABC is producing music videos for several of its new and returning shows, including “Ugly Betty,” “Desperate Housewives,” “Grey’s Anatomy,” “Dancing With the Stars” and “Brothers & Sisters.”
The videos — 11 are expected by season’s end — will air on ABC.com and in some cases on such other platforms as iTunes, ABC Mobile and the network itself.
After a successful run last season with music videos for “Grey’s,” “Betty” and “Lost,” ABC is relying more heavily on the marketing tactic — which also helps promote the songs — to launch its new season.
“We love the music video format,” said Michael Benson, executive vp marketing at ABC Entertainment. “It’s become a unique part of our marketing strategy. … This format, in some cases, can work more effectively than a typical 30-second promo.”
For the upcoming season of “Betty,” ABC produced a music video with Mika, who re-recorded his hit single “Big Girl” with new lyrics. The music video — which features Mika recording the new version of the song “Betty Girl,” footage from his “Big Girl” video and scenes from Season 1 of “Betty” — will premiere Thursday on ABC.com. The song also will be featured on-air in ABC’s promo spots for “Betty,” which were created by the Saline Project, producers of music videos for Eminem, the Black Eyed Peas and the Hives.
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