There are undoubtedly many TV viewers to whom names like Snow Patrol, The Fray and Jason Mraz might not ring any immediate bells. But their music might be far more recognizable to many as ‘that song from Grey’s Anatomy’ or ‘the Ugly Betty video’. Proving popular with viewers, and that most sought after of demographics the YouTube and i-Tunes generation, these hits are part of very specific music strategies on the part of the TV networks. “The on-air promotions team at ABC Entertainment, led by Michael Benson and Marla Provencio, EVP’s, Marketing, spend a lot of time finding the right song that fits the DNA of a show,” explains Disney-ABC International TV’s Hong-Kong executive marketing director Lily Ng. “Often, they will look to up and coming artists who lend a fresh vibe to the show. Our creative teams are also charged with finding music for each of their shows. “Just about every one of our shows has a very specific music strategy, whether it’s incorporating the song into a show, producing a full-length video or using the song in on-air promos and marketing. ABC is very committed to this strategy because they view music as a shortcut to people’s emotions and a way to help viewers connect with and understand the essence of a show,” says Ng. She says it’s also a great opportunity to take moments from the show and present them in new and entertaining ways for fans and people not familiar with the series, in addition to promoting new artists. As to the deal struck with the record labels, Ng says that since the music videos benefit both the network and the record label/artists, ABC does not pay licensing fees to use footage from existing music videos nor does it pay the artists when they appear in footage shot especially for ABC videos. “It’s a synergistic relationship that works for the network, the artist and the label.” Currently, all music videos are produced from ABC in the U.S., and in turn Disney-ABC International Television makes them available to broadcaster partners in Asia Pacific. Ng says that the video material produced is very creative and original and that Asian clients are very excited to be receiving this innovative promotional content which help support their local telecasts. Ng highlights the success of the Fray’s ‘How to Save a Life’ as a great example on how this cross-collaboration works between ABC and the record labels. “At the end of the second season of Grey’s Anatomy in the U.S., a climatic two-minute scene in that episode was set to the then-unreleased single from Epic Records. After the show aired, the viewer response to the song was immediate where you could see the iTunes sales go up immediately that night. The band went on to sell more than 100,000 copies of that album on iTunes, making it the first bestselling album ever on Apple’s music service by the end of the summer.” Continues Ng, “ABC also took note of the song’s success and went on to make it one of the focal points for the re-launch campaign in US television’s Fall 2006 season by putting the song on the series soundtrack and producing a special Grey’s Anatomy-themed version of the tear jerking ‘How to Save a Life’ music video.” Another example is Snow Patrol’s ‘Chasing Cars’ which was also produced for Grey’s Anatomy. The ‘Chasing Cars’ video made it onto iTunes’ top 10 list after it aired during the closing moments of Grey’s Anatomy’s season three finale. Apart from having their music exposed to viewing audiences Stateside and worldwide, can the music artists use the show’s name in their promotional activities? “Yes”, says Ng, “this is something we actively encourage if the CD/single’s release is in conjunction with the local telecast. (Acts) often mention participating in the music videos in press and on their web sites.” And while no local music has been used as yet, Ng says the network is open to any opportunities to work with local broadcasters to do so.