ABC’s Shondaland-programmed Thursday night block is not only making fans happy by returning after a long winter hiatus, but the whole lineup is actually returning together, in full force.
Jan. 29 marks the midseason premieres of all three shows: How to Get Away with Murder, Scandal and Grey’s Anatomy, a Thursday night lineup ABC has dubbed TGIT (Thank God It’s Thursday).
ABC has been promoting the series’ comebacks in a series of TGIT withdrawal spots, like below:
According to PromaxBDA Master Class speaker Chizoba Ezeh, manager of digital marketing and social media at Disney/ABC Television Group, these promos were simply a way to respond to Shondaland fans’ conversations already in progress. The programming lineup’s launch campaign touted TGIT - THE night on TV, so fans were taking to Twitter and Facebook to talk about how much they missed it - almost like going through Scandal withdrawal.
Upon the shows’ return, ABC ran spots to tout the popularity, by fans and critics alike, of all three series: How to Get Away with Murder became “the drama that changed the face of network television” and Scandal promoted the mysterious missing Olivia Pope.
And last but not least, Grey’s Anatomy is, after 11 seasons, “still everyone’s favorite drama:”
[Image courtesy of ABC]
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