MyNetworkTV declines in week 2

from tv week

MyNetworkTV Dramas See Declines in Week 2
By Christopher Lisotta

Both of MyNetworkTV's new limited dramatic series "Desire" and
"Fashion House" saw declines in adults 18 to 49 and total viewers in
their second weeks on the air.

Steven L....

If things don't improve, I don't see how they will convince sponsors to
purchase enough commercial air time to make these shows break even, let
alone turn a profit. At a cost of $400,000 per episode and 5 episodes
per week, they have to sell $26 million of sponsorship per telenovela
just to break even, and MyNetwork was actually hoping for much more.
Ain't gonna happen now.

Still, Murdoch won't give up after just two telenovelas. He'll pump
money into MyNetwork for years if necessary.

At 8 p.m. (ET) from Monday, Sept. 11 through Sept. 15, "Desire" scored
an average 927,000 viewers, down from 1.2 million in its first week,
numbers that include live viewing plus same-day viewing via digital
video recorders, according to Nielsen Media Research. In adults 18 to
49, "Desire" dropped from a 0.4 rating in its first week to a 0.3 in
its second.

At 9 p.m., "Fashion House" averaged 1.1 million viewers its second
week, down from an average 1.3 million its first week. In adults 18 to
49, "Fashion House" declined from a 0.5 to a 0.4 week to week.