Adam Baldwin

ABC Creates 6:17 AM Roadblock to Launch Day Break on Both Broadcast and Cable Networks

Additional Marketing Efforts Include Day Break Game on ABC.com, Sneak Peek of First Two Acts, Unique In-Tunnel Advertising and LCD Subway Screens

In support of the premiere of the new drama Day Break starring Taye Diggs, ABC is having ABC affiliates, ESPN and SOAPnet participate in simultaneously airing a thirty-second Day Break promo to create a road block at 6:17 AM during a two-day window on November 14 and/or 15. The series features Diggs as Detective Brett Hopper who, because of his past actions, keeps reliving the most unbelievable day of his life which starts at 6:17 AM.

Additional marketing support includes an original Day Break game available exclusively on ABC.com, where players must pass five levels and every decision they make affects the rest of their day and their ability to complete the game; a sneak peek of the first two acts of the premiere available at ABC.com and additional online outlets; two in-theatre one-minute campaigns; unique in-tunnel advertising in top markets; and LCD subway screens.

Available in several top markets, the in-tunnel advertising is similar to a flip book and passengers on public trains will see a moving sequence as they ride by the stationary billboards. The LCD subway screens (urban panels) run spots in HD with no sound and are mounted above subway entrances in New York City.

About Day Break

Today, Detective Brett Hopper (Taye Diggs) will wake up to a nightmare. Falsely accused of shooting an assistant district attorney, Hopper must race against time to prove his innocence. But thats just the tip of the iceberg, because before this day is through, everyone Hopper loves will be in grave danger.

Luckily for Hopper, hes getting a second chance. And a third. For no matter what goes wrong, tomorrow will be today, reset to zero. Though hes beginning again, Hopper will have his memory and painful reminders of everything he went through. Interrogation bruises, scars from fights, a gunshot wound from a narrow escape.

Every today heads in a new direction, as Hopper pieces together the conspiracy that threatens his world. The clock is ticking on an action-packed thrill ride that will take him from the street gangs of LA to the highest reaches of government.

Day Break stars Taye Diggs as Detective Brett Hopper, Moon Bloodgood as Rita Shelten, Meta Golding as Jennifer Mathis, Victoria Pratt as Andrea Battle, Ramon Rodriguez as Damien Ortiz and Adam Baldwin as Chad Shelten.

The series, which was created by Paul Zbyszewski (After the Sunset), is executive-produced by Matthew Gross, Jeffrey Bell (Alias, Angel, The X-Files) and Rob Bowman (The X-Files, Elektra). Zbyszewski also serves as co-executive producer. Day Break is from Touchstone Television.