MyNetworkTV (sometimes written My Network TV, and unofficially abbreviated MyNet, MyTV,
MYN-TV, MNT, or MNTV) is a television network in the
United States, owned by News Corporation. It is
the lowest-rated of the six major US English-language commercial broadcast networks.
The network began operations on September 5, 2006 with an
initial affiliate lineup covering about 96 percent of the country,[1] most of which are former WB and UPN affiliates. Its original primetime format consisted of hour-long soap
operas (the first two being Desire and Fashion House) that aired on a five-nights-per-week, 13-week pattern.
After failing to attract viewership with that format, the network revamped
its schedule in 2007 to a lineup aimed towards young males (a la Spike),[2] with movies and
mixed martial arts reducing telenovelas to one night per week. The network no
longer produces original scripted programming.[3]
MyNetworkTV is a sister network to the FOX network, but operates separately.
Roger Ailes oversees the network as chairman of the Fox Television Stations Group (FTSG). Greg Meidel, the network's president, supervises its
day-to-day operations, along with Fox executives Jack Abernethy, Dennis Swanson, and Bob Cook.
Origins
See also: 2006 United States broadcast TV
realignment
MyNetworkTV arose from the announcement of new The CW Television Network,
which essentially merged The WB and UPN. As a result of several deals in the early part of the decade, Fox Television Stations
Group owned several UPN affiliates. These included UPN's three largest affiliates: WWOR-TV in
New York City, KCOP-TV in Los Angeles, and WPWR-TV in Chicago. Fox had bought most of them after acquiring most of the television holdings of
Chris-Craft Industries, which founded UPN with Paramount Pictures (which was acquired by Viacom around
the time of UPN's founding), while WPWR was bought in 2003 from Newsweb Corporation.
Despite concerns about UPN's future at the time Fox purchased these three stations, UPN renewed its affiliation deals with the
stations in 2003 for three years. That agreement's pending expiration--and some others'--in 2006 gave UPN parent CBS Corporation and The WB parent Warner Bros. the rare
opportunity to merge their respective struggling networks, the result being The CW.
The CW included no Fox-owned stations; in fact, the coveted New York, Los Angeles and Chicago affiliations all went to
stations owned by The WB's co-owner, Tribune Broadcasting. In response to the
announcement, Fox promptly scrubbed all UPN references from its UPN affiliates' logos and promotions and stopped promoting UPN
programs altogether. However, in all three cases (especially in the cases of Los Angeles and Chicago), the WB affiliate was the
stronger station; CW executives were on record as preferring the "strongest" WB and UPN affiliates.
Media reports speculated that the Fox-owned UPN affiliates would all revert to being independent stations, or else form another network by uniting with the other UPN and The WB
affiliates left out of The CW. Fox parent News Corp chose the latter route, and announced MyNetworkTV on February 22, less than a month after CBS and Warner Bros. announced The CW on January 24. News Corp may have chosen the name MyNetworkTV for synergistic means, as it also owns the
popular networking website MySpace.com.
Programming
-
- See also: 2007-08
United States network television schedule
MyNetworkTV began operations on September 5, 2006 with
premieres of its two initial series. Some affiliates unofficially began branding their stations on September 4, 2006--Labor
Day--with supplied preview specials. Programming airs from 8:00 p.m. to 10:00 p.m. (Eastern/Pacific time) Monday through
Saturday. MyNetworkTV is more akin to a syndication model, such as the
Prime Time Entertainment Network, Operation Primetime, or The Disney Afternoon, than
major broadcast networks' programming.
At least four affiliate stations present MNTV programs out of pattern:
Heavy sports preemptions are an ongoing problem for MyNetworkTV. Affiliates often scheduled contractual "make goods" of its
daily line between 3 and 6 a.m. Not only are these light viewing hours, but they air after Nielsen processes its preliminary
morning network ratings.[2]
Telenovelas
- See MyNetworkTV telenovelas
The network's original format focused on the 18-to-49-year-old, English-speaking population[4][5] with
programing consisting exclusively of telenovelas, starting with Desire and Fashion House. Originally, each aired
Monday to Friday in continuous cycles of thirteen-week seasons, with a one-hour recap of the
week's shows airing on Saturdays; when one series ended, another unrelated series would begin the following week. The fifth and
sixth series, American Heiress and Saints and Sinners, appeared one hour per week on Wednesdays before abruptly
vanishing from the schedule.[6] The MyNetworkTV serial
lineup was broadcast in Australia as FOXTELENOVELA on the W. Channel. In
Toronto, the first Desire/Fashion House cycle aired weekday afternoons on
SUN TV, but the station decided not to air subsequent cycles for unknown reasons.
Other programming
The announcement of the new network also stated that additional unscripted (i.e., "reality") and current-affairs programming
were in development. These were:
MyNetworkTV would abandon development of these programs in Summer 2006 its reality-show development (leaving that
responsibility to FOX) and focus solely on telenovelas, even if the format did
not initially prove successful.
Recent announcements by Fox regarding additional programming to air on MyNetworkTV O&Os—such as Desperate Housewives
repeats, a trial run of the now-TBS sitcom Tyler Perry's House of Payne, and a daytime viewer-participation game show, My GamesFever which has since been canceled[7]—do not apply to the network as a whole.
Revamping the schedule
In response to the telenovela lineup's poor ratings performance -- highlighted by a rating of 0.7% average households (see "Performance") -- reports
surfaced[8] that Fox executives planned a major revamp of
the MyNetworkTV's programming, decreasing its reliance on telenovelas and adding
new unscripted programming to the schedule such as reality shows, game shows (such as My
GamesFever), movies, and sports, and a possible revisit to a deal with the Ultimate Fighting Championship.[9] The deal was not signed with UFC, but rather with another mixed martial arts organization, the
International Fight League, in conjunction with Fox Sports Net.[10][11]
On February 1, 2007, Greg
Meidel, who was named to the newly-created position of network president just 10 days earlier, confirmed the rumors and
unveiled a dramatically revamped lineup.[12][13] The intent of the shakeup was to increase viewer awareness
of the network (and in turn viewership), as well as to satisfy local affiliates who were disappointed over the poor ratings
performance. After March 7 (when Wicked Wicked Games and Watch Over Me finished their runs), telenovelas
occupied only two nights of programming, airing in two-hour movie-style blocks rather than on multiple nights. The remainder of
the schedule includes theatrical movies and the new IFL Battleground
(originally titled Total Impact).
In addition, the Saturday night telenovela recaps ended immediately, in favor
of movies until March. The 1986 film Something
Wild aired on February 3, becoming the network's first non-telenovela
presentation.
Specials and reality programming were also a part of the network's reformatting. The first two specials aired on
March 7--a one-hour preview of IFL Battleground and the Access Hollywood-produced biography special Anna Nicole
Smith: A Centerfold Exposed.[14] Subsequent
specials have included:
Additional specials during May 2007 sweeps included a second Anna Nicole Smith
special and one profiling Britney Spears.[15][16] Also, MyNetworkTV
permanently reduced its telenovela programming to a single night per week, with American
Heiress and Saints & Sinners airing one hour
each on Wednesdays until their runs concluded in the 4th quarter of 2007.[17] Originally the telenovelas were to move back to Tuesdays at the end of May sweeps, but they remained on Wednesdays until their finales, due to incompatible flow with IFC
Battleground from Monday to Tuesday as far as promotions. Also, the Thursday night movie block features mostly
action-adventure films, with Friday night featuring a mix of contemporary classic
films, beginning June 5. [18]
A side effect of the new programming schedule is the loss of the network's claim that they were the only U.S. broadcast
network to have their entire schedule available in HDTV, due to the
IFL, some of the network's movies, and the additional programming being
produced in 480i standard definition
only.[19]
In fall 2007, MyNetworkTV is removing telenovelas and beginning to air reality and sports shows.[20]
On September 1, 2007, the network aired its first live program, the mens final of the AVP Croc Tour's Cincinnati Open.
MyNetworkTV has added NFL Total Access to the fall schedule.[21]
MyNetworkTV has also added two new shows for Monday, October
1, 2007: Celebrity Exposé and
Control Room Presents.[22]
Current schedule
-
Movies are in red; new reality shows are in gold;
sports programming is in purple.
All times are Eastern and Pacific (subtract one hour for Central and
Mountain time).
- See also: 2007-08
United States network television schedule
Ratings and sponsors
Original format
- See MyNetworkTV telenovelas
MyNetworkTV's debut was far from successful. Desire scored a 1.1 household rating/2 share; Fashion House went up
to 1.3/2.[23] Fox had sold about half of its projections
of $50 million in advance commercial sales.[24]
New format
As of March 7, 2007 MyNetworkTV is now included in Nielsen's
daily "Television Index" reports, alongside the other networks, although they are still not part of the "fast nationals" that do
feature the others.[25] The first unscripted series,
IFL Battleground, debuted with a 0.8 household rating, which is equal to the premiere rating of telenovela
Wicked Wicked Games.[26] Some viewers found Battleground's first episode violent and unsettling (its viewership
dropped off during its 2nd hour[27]), especially after
promos suggested that competitors would be rendered unconscious and leave the ring on a stretcher, along with the constant sound of a flatline and calls to
911.
Despite such controversy, IFL Battleground and the Thursday and Friday movies have helped increase overall ratings for
MyNetworkTV (in number of households, male and female demographic groups). The reality format is slated to continue, with network
executives taking what they've termed an "unconventional" upfront presentation for 2007-2008--small yet direct meetings with
media buyers in New York, Chicago, and Los Angeles (forgoing the traditional splashy shows other networks employ during
upfronts).
Last-minute changes to the Fall MyNetworkTV schedules includes the title of "Divorce Wars" being changed to "Decision House"
and the addition of "Celebrity Exposé" and "Control Room Presents" (a concert series) to the network's Monday line-up and a
one-hour "IFL Battleground" followed by "NFL Total Access" on Saturdays.[28]
The network's shift from telenovelas to reality shows and movies produced only a small bump in the ratings. It averaged only a
.7 household rating during September, 2007.[3] MyNetworkTV continues to be the lowest-rated English-language broadcast network in the United States.
Affiliation
2D version of logo, used in print ads.
As of August 28, 2006 167 stations are affiliated with the
new network, reaching approximately 106 million households and covering 96% of the US. This number includes six stations owned at
the time by companies involved in the founding of the competing CW network: three owned by Tribune Broadcasting (located in
Atlanta, Georgia; Philadelphia,
Pennsylvania; and Seattle, Washington), and three owned by CBS Corporation;
however, Gannett purchased WATL, the Atlanta Tribune
station, shortly after Fox confirmed it as a MyNetworkTV affiliate (Gannett's acquisition of WATL was finalized on
August 7, 2006).
On March 6 2006, Sinclair Broadcast Group announced that 17 of its stations, mostly affiliates of The WB but
also a few from UPN and some independent stations, would become MyNetworkTV affiliates in September 2006. This occurred despite
the widespread presumption that affiliation with The CW, which at this point was still available in most markets, would be more
valuable; however, Sinclair implied that MyNetworkTV was more financially attractive for the company. Some of the markets the 17
Sinclair stations occupy include Pittsburgh, Pennsylvania; Tampa, Florida; Cincinnati, Ohio; San Antonio, Texas; Birmingham, Alabama;
Raleigh, North Carolina; Nashville,
Tennessee; and Milwaukee, Wisconsin.
One of the stations named in a April 26, 2006 announcement of
MyNetworkTV affiliates was KNVA Austin, Texas, which The CW
had added to its list of confirmed affiliates a week previously. On May 1, 2006 KWKB Iowa City, Iowa, another
previously-confirmed affiliate of The CW, signed on to carry MyNetworkTV. Currently, these two stations are the only in the US to
be aligned with both new networks. KNVA will brand MyNetworkTV shows as "MyNetworkTV on The CW Austin". KWKB's website features
station logos labeled as both "KWKB The CW" and "My KWKB". In May, WAWB in Huntsville, Alabama became an official My Network affiliate with the call letters WAMY.
On July 12, 2006, MNTV added WBFS in Miami-Ft.
Lauderdale (market #17), KTVD in Denver (market
#18), WSYX in Columbus, Ohio (market #32), WTCN in West Palm Beach, Florida (market #38),
WHP in Harrisburg, Pennsylvania (market #41),
WUPL in New Orleans (market #43), and
WAWS in Jacksonville, Florida (market #52). WBFS,
WTCN, and WUPL are owned by CBS Corporation (with WUPL set to be sold to Belo), KTVD is owned by
Gannett, WHP and WAWS are owned by Clear Channel, and WSYX is owned by
Sinclair Broadcasting. WSYX, WHP, and WAWS will carry MNTV on digital sub-channel stations.[29][30] The
deal with CBS to affiliate their non-CW stations with MNTV came as a surprise to everyone in the broadcasting industry,
especially after the icy reception between CBS and News Corp that began after the CW and MNTV came into the picture, as they
refused to allow WBFS, WUPL and Boston's WSBK to affiliate with MNTV as a response to pulling
UPN names from the Fox-owned stations that were affiliated with UPN.
In August 2006, MyNetworkTV filled in its remaining gaps within the top 100 television
markets. On August 11, 2006, MNTV announced WNAC in Providence, Rhode Island, market #51, as a secondary
affiliate; and WNGT-LP in Toledo, Ohio, market #70, as a
primary station. Additionally, on August 22, 2006, the network
added KAUT in Oklahoma City, Oklahoma, market
#45, and a digital sub-channel of WRGT in Dayton, Ohio,
market #59, to the affiliate list on its website. Also that month, WZMY in Derry, New Hampshire was announced as the Boston-market affiliate.
Mobile, Alabama is currently the largest city without a MyNetworkTV affiliate,
although the city's DMA (which includes Pensacola, Fort Walton Beach, Florida, and the
rest of the Gulf Shores region) has Fort Walton Beach station WFGX as the area's station for the network. This is due to WFGX's weak analog signal, which is not available west
of Pensacola, and the lack of a must-carry agreement with Mobile's Comcast system, most likely a renmant of the station's former status as a low-rated Jewelry TV station before the launch of MyNetworkTV.
Due to the availability of "instant duopoly" digital subchannels that are likely easily available on cable and satellite, and
the overall lack of a need to settle for a secondary affiliation with shows aired in problematic timeslots, both The CW and
MyNetworkTV launched with far greater national coverage than that enjoyed by UPN and The WB when they started in 1995. UPN for
several years had gaps in the top 30 markets, and by 2005 managed to reach only 86% of the population. This resulted in secondary
affiliations with stations carrying other networks. In those markets, programs were either shown out of their intended time-slots
or not at all. Examples included Star Trek: Voyager and Star Trek: Enterprise; when they were preempted, there were many viewer complaints.
Branding
At first, many Fox owned-and-operated stations branded local programming with the My moniker. An example is My 9 and My 9 News for WWOR-TV. However, by the third week in October, at least one station, KCOP,
went to a two-column brand, with the network logo on the left side and the channel number, 13, on the right. The verbal
identification became "MyNetworkTV channel 13."
The network has no digital on-screen graphic logo in the bottom right-hand corner of the screen on the SD feed (although the
HD feed does), allowing their local stations to use their own logo instead. On November 13,
the network added a translucent show logo to the bottom left side of the screen, but discontinued it in March with the beginning
of the third telenovela cycle.
In the months before the network's launch, several stations changed their on-air identities to accommodate for the
then-upcoming network, including all of the Fox Television Stations Group-owned stations. Affiliates also began to show
promotions for the network featuring the theme of "Entertainment you can call your own."
At the time plans for MyNetworkTV were announced, there was at least one station that was using a similar moniker.
WZMY Derry, New Hampshire filed a trademark for
the "MyTV" name in the summer of 2005, and for a short time there was speculation the station might sue Fox for the use of
"MyTV".[31] However, on July
21, 2006, an e-mail was sent to WZMY's MyTV e-mail subscribers that the station would become
the Boston area's MyNetworkTV affiliate. The official announcement came the
following week.[32]
References
- ^ http://money.cnn.com/2006/09/20/commentary/mediabiz/?postversion=2006092012
- ^ My Network TV tries,
tries again, Yahoo!, March 16, 2007
- ^ Low-rated MyNetTV revamps lineup, Yahoo!, March 9,
2007
- ^ Kevin Downey (February 21,
2006). Media buyers question My Network TV. Media Life Magazine. Retrieved on
2006-12-13.
- ^ Edward P. Smith (March 25,
2006). Latino TV exec takes a new tack on programming. The Denver Post.
Retrieved on 2006-12-13.
- ^ TVWeek.com ~
"MyNetwork TV: No More Scripted", TV Week, March 1, 2007
- ^ http://www.tvweek.com/news/2006/08/twentieth_tv_shine_plan_live_d.php
- ^ My Network scrambles to draw viewers, Chicago Tribune, January 24, 2007
- ^ MyNetworkTV
Executives Plot Schedule Changes, TV Week, December 15, 2006
- ^ FSN & MyNetworkTV Reach Strategic Programming Alliance with International Fight League,
Yahoo!, January 16, 2007
- ^ Fox Networks Enter
Mixed Martial Arts Ring, TV Week, January 16, 2007
- ^ MNT Unveils Schedule With Fewer Telenovela Nights, Broadcasting & Cable, February 1, 2007
- ^ MyNetworkTV Adds
Movies, Fighting to Schedule, TV Week, February 1, 2007
- ^ MyNetworkTV
Presents Special on Anna Nicole Smith Broadcasting & Cable February 28, 2007
- ^ MyNetwork Makes Tuesdays
Special Nights, TV Week, April 12, 2007
- ^ MNTV Takes on Spears in Prime, Mediaweek, April 12, 2007
- ^ MNTV to
Scrap All Novelas, Add More Reality and Bypass Upfront Mediaweek April 24,
2007
- ^ MyNetTV to Scrap Novelas, Bypass Upfront, Mediaweek, April 25,
2007
- ^ MyNet Drops Pure-HD Format; Shift From Soap Operas Brings Standard/HD Mix, TV Week HD Newsletter, March
8, 2007
- ^ MyNetworkTV
Seeks Arresting Programming, Digital Video Editing, May 29, 2007
- ^ MyNetworkTV Adds NFL
Show, TV Week, August 22, 2007
- ^ MyNetworkTV Adds Fall
Shows, Broadcasting & Cable, August 23, 2007
- ^ http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=47801
- ^ http://www.chicagotribune.com/business/chi-0609030319sep03,1,390611.story?coll=chi-business-hed&ctrack=1&cset=true
- ^ Exclusive: MNT Cracks Down, Broadcasting & Cable, March 12,
2007
- ^ MNT Gains With IFL But Ratings Remain Small, Broadcasting & Cable, March 13, 2007
- ^ "'Ultimate Fighter'" Returns to the Airwaves" Los Angeles Times March 15, 2007 (scroll down to
"Notes")
- ^ MNT Opts for One-On-One Upfront Presentations, Speeds Up Reality Broadcasting &
Cable April 24, 2007
- ^ http://www.broadcastingcable.com/article/CA6352108.html?display=Breaking+News
- ^ http://www.tvweek.com/news/2006/07/mynetworktv_inks_affiliation_p_1.php
- ^ TV show: Whose
station is it?.
- ^ MyNetworkTV Adds
Boston Affiliate.
See also
External links
