So the Emmy nominations are out and ABC has the most of any broadcast network with 70. Emmy nominations are nice, but viewers are better, and the Columbia Broadcasting System still beats the American Broadcasting Company in that department. But perhaps Disney/ABC is looking for something more that just being number one.
ABC shows are buzz worthy. Ugly Betty, Grey's Anatomy, and Lost are shows that get people talking. Criminal Minds and NCIS might have more viewiers, but the shows don't have that much-desired watercooler quality. As you know, Disney is a company of brands. Disney is number one when it comes to family entertainment, and ESPN is the worldwide leader in sports. ABC does not have a brand identity….yet.
By airing "hip" shows, ABC is becoming an entertainment destination for the shows that people talk about. This becomes more important, as the Walt Disney Company tries to turn ABC.com in to an entertainment hub of its own. With buzz-worthy programs, folks might hear about a show at work and go to ABC.com to see what everyone is talking about. If my hunch is right, ABC.com is just the first "brand extension" we will see ABC focus on.
I have a feeling that the folks in Burbank view ABC as an undervalued brand, and getting folks talking about ABC is the first step in a long process of turning ABC in to something real special.
Going back to the Emmys, I also want to congratulate the Disney Channel. Hannah Montana, The Suite Life of Zack & Cody, and That's So Raven were nominated for Outstanding Children's Program.