MyNetworkTV
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 (an American emergency number).
Despite such controversy, IFL Battleground and the Thursday and Friday movies helped increase overall ratings for MyNetworkTV. The reality format is slated to continue.
Last-minute changes to the Fall 2007 MyNetworkTV schedules included the title of "Divorce Wars" being changed to "Decision House" and the addition of "Celebrity Exposé" and "Control Room Presents" to the network's Monday line-up as well as 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 second lowest-rated major English-language broadcast network in the United States, ahead of only ION Television.
One positive outcome of the network's new format was that it was one of the two English-language commercial broadcast networks in the United States that was largely unaffected by the 2007–2008 Writers Guild of America strike; ION Television was the other. This is due to the fact that ION's schedule is composed of reruns of old shows and sponsored programming from outside producers rather than new scripted series and MyNetworkTV's schedule is composed of reality shows, entertainment news specials, comedy's & older programming and feature film repeats.
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Affiliation
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). It must be noted the Tribune sold out all interest in the WB in exchange for long term affiliation contracts with the CW network and has no interest at all anymore in The CW. CBS of course still is part owner.
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; Syracuse, New York; Nashville, Tennessee; and Milwaukee, Wisconsin.
On March 7, 2006, Raycom Media announced that its WB and UPN stations would become MyNetworkTV affiliates that September. Those stations were WUAB in Cleveland, Ohio (market #17), KFVE in Honolulu, Hawaii (market #73), and WBXH-CA in Baton Rouge, Louisiana (market #93).
One of the stations named in a April 26, 2006 announcement of MyNetworkTV affiliates was KNVA in Austin, Texas, which The CW had added to its list of confirmed affiliates a week previously. On May 1, 2006 KWKB in 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 #49). 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.
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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." KCOP reverted back to the simpler "My 13" branding in May 2007.
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]
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References
- ^ Sex Doesn't Sell, CNNMoney.com, September 20, 2006
- ^ My Network TV tries, tries again, Yahoo!, March 16, 2007
- ^ MyNetworkTV Crowns WWE Its New Programming Champ, The Futon Critic, February 26, 2008
- ^ MyNetworkTV Crowns WWE Its New Programming Champ, Yahoo!, February 26, 2008
- ^ Josef Adalian, "CW, WWE Part Ways: 'Smackdown' Completes Run at End of Season", http://www.variety.com/article/VR1117980484.html?categoryid=14&cs=1, Retrieved on 2008/04/02.
- ^ 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
- ^ Twentieth TV, Shine Plan Live Daytime Series, TV Week, August 30, 2006
- ^ 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
- ^ 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 new home of SmackDown. WWE (2008-02-26). Retrieved on 2008-02-26.
- ^ MyNetworkTV Prepares to Rock Out, Broadcasting & Cable, June 5, 2008
- ^ Arsenio Hall to Host MyNetworkTV Show, Broadcasting & Cable, June 10, 2008
- ^ MyNet Stakes Out Breakout, Hollywood Reporter, April 13, 2008
- ^ MediaPost Publications - MyNetworkTV Off To Slow Start - 09/07/2006
- ^ 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
- ^ MNT Signs Up Seven More - 7/12/2006 3:41:00 PM - Broadcasting & Cable
- ^ MyNetworkTV Inks Affiliation Pacts - TVWeek - News
- ^ TV show: Whose station is it?.
- ^ MyNetworkTV Adds Boston Affiliate.
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See also
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External links
- Official Site
- MyNetworkTV on MySpace
- MY First Schedule MyNetworkTV's initial proposed 2006-2007 telenovela lineup.
- MyNetwork TV female-centric launch promo posted on MySpace (Flash video)
- MyNetwork TV male-centric launch promo posted on MySpace (Flash video)
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