ABC has decided the best sponsor for its upcoming Sept. 11 mini is no sponsor at all. After originally announcing its intention to air "The Path to 9/11" with limited commercial interruption, the network now will air both parts of the $30 million Harvey Keitel starrer without any advertising.
What's more, the Alphabet will potentially limit its backend profits by allowing consumers to download the complete miniseries -- for free -- via Apple's iTunes Music Store. Mini also will be streamed for free via ABC.com, and XM Radio has pacted with the network to make an audiocast of the film available to its subscribers.
ABC Entertainment prexy Steve McPherson said the commercial-free strategy was the most appropriate route to take with this project.
McPherson isn't hiding the fact that ABC's sales department had conversations with advertisers about sponsoring the project in exchange for a select few commercial pods. That strategy has been used in the past when series episodes or movies have been deemed too sensitive for traditional sponsorship.
The first time ABC aired "Saving Private Ryan," it did so sans commercials thanks to a sponsorship deal with Ford.
McPherson said by offering the show for free on iTunes and via streaming video on ABC.com, the net hoped to expose as many people as possible to the findings of the 9/11 Commission, whose report forms the basis of the mini's script.
ABC said the last time it aired a broadcast with neither commercials nor sponsorship was shortly after Sept. 11, 2001, when it -- and numerous other nets -- aired the "Tribute to Heroes" fund-raiser.
Because "Path to 9/11" will air without sponsorship, whatever audience it attracts won't be officially recorded by Nielsen.
