MyNetworkTV will stick with telenovelas

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MyNetworkTV Sticking With Telenovelas
By Jim Benson

Despite debuting to low national ratings, MyNetworkTV (MNT) says it
will stick with its telenovela-inspired format.

Fox Television Stations CEO Jack Abernethy Friday reiterated the
company’s long-term commitment to the new concept, saying there has
been no talk internally of switching out the prime time soaps.

“We’re not like other networks where, by the third day of overnights,
we pull a show,” he said. “We’re not going to do that," calling it
"the early steps of a long journey.”

MNT had earlier abandoned plans to develop low-cost reality fare as
possible substitutes, although some producers have said there have
been recent conversations about possible replacements.

Obveeus...

Easy to stick with something when you have no alternative programming to

Default User...

True for the Fox O&Os, the others can just run syndicated fare. There
was life for independents for netlets.

Obveeus...

I'm doubting that the MyTV affiliates have the option to go back to
syndicated fare. They signed on to MyTV, so they probably *have* to show
the telenovas (baring any prior legal commitment like sports contracts).

If they really have the option to just stop showing the telenovas any time
they feel like, you will see some of those affiliates jumping ship soon.
After all, it doesn't make much sense to soak in month after month of low
ratings in order to develop an audience for a show that will only last one
season.

akjack...

Syndicated programming is still available on MyNetworkTV affiliates.
Some of those former independent stations were happy to have an
affiliation with the new network. After all, how much smaller could
their audiences have been?

MyNetworkTV is providing only two hours Mon-Sat, although
some affiliates run the telenovellas twice each weekday.

show.

MNT remains at work on the next 13-week batch of prime time soaps. It
is halfway through production on Watch Over Me and 15 days into
shooting for Art of Betrayal. Meanwhile, work is underway on scripts
for the third cycle.

After ending its first four days during the week ending Sept. 10 with
a national score of a 0.5 rating/2 share in adults 18-49—finishing
ahead of reruns on UPN (0.3/1) and behind The WB (0.6/2)—MNT slipped
slightly this past week.

In metered-market ratings from Monday-Thursday, Desire at 8 p.m.
dropped from a 1.0/2 in week one to a 0.9/1. Fashion House at 9
slipped from a 1.1/2 to a 1.0/1. Next week, MNT will face stiffer
competition as the new season kicks into high gear and The CW debuts.

The earlier national ratings showed Desire garnering a 0.4/1 in the
demo (1.16 million viewers) and Fashion House at 9 posting a 0.5/2
(and 1.28 million viewers). Each declined throughout the week, with
little deviation between their standard and live-plus-same-day
ratings.