Excerpts from the following article

http://www.variety.com/article/VR1117982464.html?categoryid=14&cs=1

...No surprise, then, that the nets are pulling out all the stops to tubthump the return of scripted shows to primetime. In recent weeks, they've begun running the kinds of spots usually reserved for fall launches, including feel-good image ads meant to evoke warm feelings for favorite characters and casts.

"We're looking at this like we would a fall launch," says ABC marketing exec VP Mike Benson. "But instead of marketing over the summer, we're marketing into the late winter and spring. Consumer behavior is different this time of year. For us, it's about reconnecting with people on an emotional level. We don't want to take for granted that an audience will come back just because they see a new episode is on.

ABC's warm-and-fuzzy approach to spots includes sentimental music and messages about a "long winter" finally being over. Alphabet first unveiled its spot during the Academy Awards on Feb. 24.

With no new shows to promote, the Alphabet was able to cut promos that pump all of the net's returning shows at once -- a throwback to the once-standard feelgood network campaigns.

"It's the first branding spot we've done in a long time," says ABC marketing exec VP Marla Provencio.

To get the message across, ABC tweaked its tagline, "Start here," to instead read, "Start fresh."

Inspired by the recent success of a "Lost" recap video that hit the Internet, ABC has also cut four-minute recaps for all its returning dramas, and comedies "Ugly Betty" and "Samantha Who." Net hopes viewers will catch them online and feel like they've been brought up to speed enough to catch new episodes on the air.

ABC also has its usual plate of outdoor, viral and guerilla marketing planned, but isn't ready to go into detail on those initiatives just yet.