Or don’t work, as the case may be. For example:
Coming this Fall
by Ken Levine
As a former showrunner of new shows, one of my constant battles was with the network promotion department. The network never aired enough promos of our show to suit me. I’m sure all showrunners say this (except maybe the WHITNEY guys two years ago – I’m surprised NBC isn’t still promoting it even after canceling it).
And when networks do run your promo, in which show do they air it in? Getting a pop on THE VOICE is way better than SAVE ME. Every new comedy on ABC wants exposure on MODERN FAMILY, not MALIBU COUNTRY. And of course promoting your show on Saturday night is like someone making announcements in an empty theater.
Also, do you get a :30 second promo or :10? Do you get your own promo or are you just lumped in with the rest of that night’s lineup? (although the Sunday night promo ABC did last year was smashing!)
Now at least there are promos and trailers of all the new shows on network websites. So if there’s a particular show you’re curious about you don’t have to wait for ABC to run a promo in HOW TO LIVE WITH YOUR PARENTS. But the big “get” is the new viewer, the one unaware of your show. And still the best exposure is over the air (at least for now).