``Who Wants to Be a Millionaire''; Alan Cohen.(Brief Article)(Statistical Data Included)

Advertising Age, June, 2000 by Henderson, Shirley

ABC has given its final answer: The network is playing to win.

The network's new ace, "Who Wants to Be a Millionaire," has ABC firmly planted in the No. 1 prime-time slot.

Much credit can be given to an aggressive marketing campaign, led by Alan Cohen, 43, exec VP-marketing for ABC Entertainment Group.

In 1996, Mr. Cohen became the network's first head of marketing. He went for the gold, revamping the look of the network with bright yellow print and TV advertising. America's Broadcast Company was born, and "We love TV" became the network's marketing mantra.

But the biggest ratings boost clearly came from "Millionaire," which attracted 36 million viewers during a May episode.

According to Nielsen Media Research, during the...

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