For AMC, execution will be everything with its first original series, "Mad Men."

AMC General Manager Charlie Collier is trying to use originals to make the movie network more interesting to advertisers, opening the door to product integration deals and campaigns that bundle TV shows and digital platforms like the Web.

"The idea is to do them well and to make sure they fit into the overall strategy of being a movie network at our core, and then producing originals that stand side-by-side with them," Mr. Collier said.

Showcasing "Mad Men" as a vehicle for new ad deals meant being careful to remain faithful to the show's 1960s atmosphere, even with product placements.

At several points in the series, which debuted July 19, characters will be seen using Cross pens, which had to be vintage in keeping the show.

"One of the things that is interesting about ‘Mad Men,' and how this is being recognized by the press in some reviews, is the attention to the authentic period detail, and that's why the promotion with Cross was so interesting," said Linda Schupack, senior VP of marketing at AMC.

In addition to Cross, AMC integrated Jack Daniel's into "Mad Men." Mr. Collier said advertisers already are making inquiries about sponsoring AMC's next series, "Breaking Bad," which will launch in the first quarter with limited commercial interruptions.

According to fast national ratings data from Nielsen Media Research, the "Mad Men" premiere drew a 1.4 household rating and was seen in more than 1.2 million homes; that's 75 percent higher than AMC usually registers in the time slot.

Of the results, Mr. Collier said, "It is the perfect end to an amazing week. AMC gets the most Emmy noms in basic cable, we launch ‘Mad Men' ... to more critical acclaim than I have ever seen and now the viewers respond favorably as well."

AMC could use some clarity as it adds original programming to the movies it has always run, Ms. Brill said.

"I don't know what their brand is supposed to be," she said.

Mr. Collier said AMC soon will be rebranding the network with a new look and a new tagline.

AMC, ranked 21st among all networks in total prime-time viewers in the second quarter, has proved it is able to produce high-quality, cinematic original programming. Last year's highest-rated scripted program was AMC's Western miniseries "Broken Trail," created by Robert Duvall. Last week, "Broken Trail" earned 16 Emmy nominations, the most for any program not on HBO.

The Emmy nominations were "confirmation of the track that we're on and the kind of quality television that we're making," said Rob Sorcher, executive VP of programming and production at AMC.

While paying top-tier -- for cable -- production money, Mr. Sorcher said that by hiring the right talent with the right experience, AMC achieves cinematic production quality without a theatrical budget.

Mr. Duvall, director Walter Hill and cinematographer Lloyd Ahern II have made enough Westerns to use whatever resources are available to make the finished product look good on the screen.

Experience Shows

Similarly with "Mad Men," AMC is working with Emmy-nominated producer Matt Weiner and director of photography Phil Abraham, plus director Alan Taylor all veterans of "The Sopranos."

AMC produced the original pilot for "Mad Men," then sold the show to Lionsgate Television, which replicated the quality of the pilot over 13 shows while keeping an eye on the budget, Mr. Sorcher said.

Lionsgate is absorbing a deficit in funding the show, but Mr. Sorcher expects that to be repaid through DVD, on-demand and iTunes sales, as well as in the international market.

Critics mostly have praised the show, and Mr. Sorcher said he thinks the show's intelligence and quality will draw viewers.

Ms. Brill of Carat isn't so sure. For one thing, to older viewers the 1960s are ancient history, and advertising people are universally despised.

"I'm sure it will look good visually, but I don't know if it will have wide appeal," she said. "I'd like to be wrong, because I think it looks like a fun show."