CBS is working overtime to ensure that a mighty audience will witness the opening of The Gates come the new year.

NuTime To Line Up Advertisers For The Gates

The network has turned to NuTime Media to sell ad opportunities for the sudser nationwide. The Black-owned sales representation company previously struck a deal with CBS in March 2021 to rep a number of CBS Media Ventures’ shows to advertisers hoping to reach Black audiences.

Morris McWilliams, the executive in charge of NuTimes Media, said in a statement: “We are thrilled to add ‘The Gates’ to our portfolio of products. A daytime drama of this kind has not been on broadcast television in over 35 years, and we are certain it will fill that void and have positive appeal with African American audiences.”

Ordered to series on April 15 (2024), The Gates hails from storied scribe Michele Val Jean who will serve as showrunner/headwriter and as executive producer alongside Sheila Ducksworth, Leon Russell, Derrick Johnson and Kimberly Doebereiner. The series is a joint venture of CBS Studios and the NAACP, along with Procter & Gamble Studios.

The Gates marks the first daytime drama to feature a predominantly African-American cast since the debut of Generations (1989-1991) 35 years ago, the first new daytime drama to premiere in the US since Passions (1999-2008), and the first daytime soap opera to be produced by Procter & Gamble since the cancellation of As the World Turns in 2010.

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