'Lost' shuns sci-fi label: it's a relationship show about people caught up in extraordinary circumstances.(AD INFINITUM)(Advertisement)

Broadcasting & Cable, July, 2005 by Grossman, Ben

ABC's breakout hit, Lost, features a character cursed by numbers, polar bears on a tropical island, a group of supernatural-type people called "The Others" and some sort of monster. But the network's marketing people still insist it isn't a science-fiction show. "Science fiction will not come into play from a marketing standpoint," says ABC Senior VP of Marketing Mike Benson of the show's second year.

"We have never used those two words. While there certainly are sci-fi elements to it, it is important that we position the show in a way that is not too narrow." Lost may be credited with paving the way for new paranormal-related shows this fall, such as The WB's Supernatural, CBS' Threshold and ABC's own Invasion, but the network's marketing plan is to...

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