Alex, Inc. (5)

Earlier this week, ABC released a short promo for Alex, Inc. titled “Raising a Family.” Four days later, the video has slightly over 7,000 views on the verified TVPromos channel on YouTube. The montage shows Zach Braff’s character trying to balance family life with his new, unproven business initiative. Here, it appears that ABC is trying to market the show towards a familial audience, as it tries to relate to viewers who struggle with the challenges of raising children. Such a tactic may prove valuable, as the show can simultaneously market to families and those who are interested in technology. By having a show that simultaneously focuses on two distinct subjects, there is more flexibility to appeal to audiences with broad interests. If the program experiences success at ABC, it can partially be attributed to the fact that the show’s concept and marketing has engaged both podcast devotees and families.