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My Profile Top News Reuters top ten news stories delivered to your inbox each day. Subscribe You are here: Home > News > Entertainment > Article Home Business & Finance News U.S. Politics International Technology Entertainment Film Music People Television Arts Industry Sports Lifestyle Oddly Enough Health Science Special Coverage Video Pictures Your View The Great Debate Blogs Weather Reader Feedback Do More With Reuters RSS Widgets Mobile Podcasts Newsletters Your View Make Reuters My Homepage Partner Services CareerBuilder Affiliate Network Professional Products Support (Customer Zone) Reuters Media Financial Products About Thomson Reuters ABC puts faith in ambitious programming Sat Aug 8, 2009 8:00pm EDT Email | Print | Share | Reprints | Single Page [-] Text [+] By Jill Serjeant PASADENA (Reuters) - ABC said on Saturday it wanted to be the place for ambitious TV programing in a busy market place where viewers are shrinking and costs are rising. Walt Disney Co's ABC is launching a bumper 11 new shows for the upcoming 2009-10 prime-time TV schedule in a bid to climb up from its current third place among the four leading U.S. TV networks. "We have to remain ambitious," Steve McPherson, president of ABC Entertainment told TV reporters at a presentation outlining the network's new line-up. "We have always succeeded when we have been ambitious and really pushed the limits, whether it was 'Desperate Housewives' which people said was about 40-year old women, or 'Lost'. Both shows have been very fortuitous creatively, in ratings and financially. "There is so much great product out there. You have to be ambitious. You have to break through the clutter," McPherson said. In a bold move, ABC is completely overhauling its Wednesday night line-up, bringing in three new family-based sitcoms with veteran favorites like Kelsey Grammer of "Frasier" fame and Patricia Heaton formerly of "I Love Raymond". The network, which saw a three percent drop in audiences in the 2009-09 season, will also air two female-centric shows later on Wednesdays -- "Cougar Town" starring former "Friends" star Courteney Cox, and "Eastwick" with Rebecca Romijn. Other new offerings include an expensive action-filled sci-fi mystery series "Flash Forward" and a reality show for budding business entrepreneurs called "Shark Tank". "We realize it is absolutely a challenge (for viewers) to watch one new show, let alone a whole night of new shows," McPherson said. McPherson said production costs were a "major issue" at ABC. All four leading networks have had to cut advertising rates by about 4 percent this year after advertisers bought around 15 percent less commercial air time for the upcoming TV season, media executives said this week. "We have used this term 'portfolio' approach where we have to look at all our development and make sure we have some (programs) of each size. Or if we are getting out of balance with too much expensive stuff...we try to adjust," he said. The rival CBS and NBC networks have had huge ratings and syndication successes for years with so-called "procedural" crime franchises such as "CSI" and "Law & Order." McPherson said ABC was looking for a similar series to boost its own bottom line. "It is certainly something we are interested in...Obviously it has benefits in terms of repeats and franchises. We'd love to have one and are certainly trying to find our own version." © Thomson Reuters 2009 All rights reserved Share: Del.icio.us Digg Mixx Yahoo! Facebook LinkedIn Next Article: "Mad Men" still spellbinding in Season 3 Also on Reuters IBM sees big opportunity in water management IT Blog: Religious Left pushes for healthcare reform U.S. government will not get secret company Internet data More Entertainment News Snowin' in the Wind? Dylan Christmas album due "Dancing with Stars" role for Paula Abdul? "G.I. 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