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The fledgling MyNetworkTV garnered a 0.8 average household rating and a 1 share from September 2006 through May 2007, less than half of its closest finisher, The CW (1.8 rating/3 share), but since programming changes were implemented in March - scrapping telenovelas in favor of martial arts, reality shows, celebrity features and feature films - the network has seen reduced costs and increased ratings.
The changes have “set the network on course for the coming year,” says News Corp. president and chief operating officer Peter Churnin, though he added (via Broadcasting & Cable), “we still have a long ways to go, and we’re determined to get there.”
On September 8, MyNetworkTV introduced the series NFL Network: Total Access, in the hopes of reaching out to the males that the network lost when it went with its telenovela strategy. “The NFL is the gold standard, and we’re thrilled to be in business with them. Everyone who’s been in business with them seems to succeed,” says Greg Meidel, MyNetworkTV president.
The network has also set its fall schedule to include a pair of original series, Celebrity Expose from the producers of Access Hollywood, and Control Room Presents, featuring popular acts such as John Mayer and Maroon 5. Jackie Kulesza, vp of broadcast at Starcom USA, says the celebrity shows have been a step in the right direction for the network.
Many of the network’s affiliates have also struck out on their own to develop hyper-local programming and have found varying degrees of success. KSMO in Kansas City, Mo., for example, launched a dating show called Not My Type. It shot the show in front of a live studio audience and ran it on Sundays at 9:30 p.m. Local advertisers such as automotive dealers and pizza joints liked that they could target ads to a local audience and integrate their products into the show. Says KSMO’s Kirk Black, “It made money right from the get-go.” Other affiliates have also produced their own local fare or have snared rights to broadcast local sports events.
MyNetworkTV executives and affiliates alike say that, in addition to celebrity programs and reality shows, local programming will be a cornerstone for the network.
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