Fall TV Preview

Is ABC's First Non-#TGIT Thursday Promo Trying (Way) Too Hard?

As first reported by TVLine, ABC is abandoning its “TGIT” theme this fall, seeing as its Thursday lineup (premiering Sept. 22) for the first time in years contains a non-Shonda Rhimes drama. And boy, does the first promo overexplain the switcheroo.

Embedded above, the 60-second spot (first shared by People.com) endeavors to both promote this fall’s Thursday addition — Notorious, starring Piper Perabo (Covert Affairs) and Daniel Sunjata (Graceland) and not from Shondaland — as well repeatedly reassure you that Scandal is only taking “a little break” (until January 2017, that is, when Season 6 premieres).

I mean, it’s OK to take a few hundred words in a TVLine news story to dive into the non-#TGIT lineup, but in a bubbly promo it comes off as quite talky.

TVLine surmised back in May that #TGIT (“Thank God It’s Thursday”) was off the table for the fall, in the wake of some assertive tweets by Rhimes. ABC entertainment president Channing Dungey confirmed the decision at this month’s TCA press tour, telling me that because that marketing tagline is associated “in particular” with Scandal, “it did feel like it would make more sense to wait to bring #TGIT back” when Olivia Pope & Co. return to our screens.

Watch the “Notoriously juicy” video above and tell us if you too found it to be so much promo-splaining.

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