Looking to bolster awareness for the show's upcoming season and its run on
the cable network, ABC and Courtroom Television Network are partnering on a
multipronged NYPD Blue promotion.
A five-hour NYPD Blue marathon will air on Court TV Sunday, Nov. 4 --
the weekend prior to the series' ninth-season premiere on ABC Nov. 7. The stunt
is aimed at heightening awareness for the series' new Wednesday 10 p.m. time
slot on ABC, and it will feature tune-in promotional spots touting the
Court TV airs NYPD Blue weeknights at 8 p.m. and midnight. The network
kicked off its run of the series during a Labor Day marathon.
The networks are also collaborating on a co-production of a one-hour,
behind-the-scenes documentary that will air on Court TV during the November
marathon. A different, half-hour documentary will be created for ABC's local
affiliates that will be available for broadcast in October.
The behind-the-scenes documentary program, tentatively titled NYPD Blue
Through Andy's Eyes, will feature stars from the show's eight-year run. The
one-hour special for Court TV will center on how the series has evolved over the
years. The half-hour version created for ABC's local affiliates will take a more
progressive 'look ahead' to what's in store for Blue viewers this
Additionally, Court TV will air topical promotions for ABC's Blue
during the first 10 weeks of the series' new season, following its November
debut. These spots will air within Court TV's Blue episodes.
'This cross-promotion will allow us to maximize our marketing efforts by
co-producing this program with ABC,' Court TV executive vice president of
programming and marketing Art Bell said in a prepared statement. 'The addition
of NYPD Blue to Court TV will help us to extend our programming niche by
attracting a new loyal viewing audience to our channel.'