MyNetwork may drop all-telenovela strategy

MyNetworkTV is considering cutting back on its strategy of "all telenovelas, all the time" in light of underwhelming ratings, sources said.

The network, which News Corp. launched September 5 largely with stations left out in the cold by the WB-UPN merger, has a schedule comprising two 13-week drama strips, with new episodes airing Monday through Friday and hourlong recaps airing Saturday.

But network executives are exploring other options, which could include reducing the number of nights on which the dramas air or throwing nondrama series programming into the mix, sources said.

The first two dramas, Desire and the Bo Derek-Morgan Fairchild starrer Fashion House, each averaged a miniscule 0.7 household rating/1 share over their 13-week run.

The newest dramas--Wicked Wicked Games, starring Tatum O'Neal, and Watch Over Me, starring Casper Van Dien and Catherine Oxenberg--debuted December 6. In their first week on the air (a partial week consisting of three days because the shows debuted on a Wednesday), Games averaged a 0.7/1 among households, while Watch averaged a 0.6/1.

As for any possible on-air changes, it's believed there's no timetable for a potential revamping of the programming strategy.

A MyNetworkTV representative declined comment, other than to say "we have lots of meetings."

When News Corp. announced the network in February, it said that it had several shows in development along with the dramas. Among those in the works were Catwalk, a reality-competition series involving aspiring models; Celebrity Love Island, bringing together six celebrities and six singles; America's Brainiest, a quiz show; and On Scene, an investigative series that would put viewers at the scenes of crimes and with the people who solve them.

But at the Television Critics Association press tour in July, Fox executives indicated that the network had abandoned those projects in favor of the telenovela-like serials. Fox Television Stations CEO Jack Abernethy was firm on his stance that the network was committed to making the telenovela model work, with each show having its full 13-week run no matter the ratings, and likened MyNet to such "genre-driven" networks as Lifetime and Fox News Channel.

Three months later, at a Hollywood Radio & Television Society panel discussion in October, Abernethy admitted that "the ratings are not what we want them to be" after a month and a half on the air. But, he added at the time, "this is the best thing for us. If something better comes along, we'll consider it, but right now this is the best model for us."

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Dec 28, 2006
Telenovelas are the way to go. I am sick of waiting a whole week before I see another episode of a show. This format is what people are using all around the world and I prefer it. It is just going to take time for people to get used to it. More advertising and outreach is needed.
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Dec 26, 2006
The channel is basically FOX 2 so why can't all the decent shows that didn't do well on Fox be moved over to MyNetworkTV. Vanished and Justice are the two fox shows this season that I am talking about. While they weren't ratings powerhouses they could probably do better that .7 that the Bo Derek; Morgan Fairchild show did on that channel. As a man, I have no interest in watching the channel and have the channel off my guide, just like SOAPNET.
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Dec 20, 2006
If you want to launch a new network featuring telenovelas you don't select Bo Derek and Morgan Fairchild to be your leading actors. It has to do with audience's need for credibility.
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Dec 19, 2006
Please people stop the bashing of Wicked Wicked Games. Not because i'm in love with the series but just because i'm editor of it :P. No really I loved loved loved LOVED Fashion House. It was everything that's good about a show. One of my favorite shows ever definitly in top 10. Please visit the guide for Wicked Wicked Games and voice you're opinion there lots of people watch the show but that isn't becoming people to the guide. :)
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Dec 19, 2006
Their shows were terrible that's why nobody watched
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Dec 19, 2006
When you have established shows on other networks, why is MyNetworks surprised that these shows are not working. They look corny!!!
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Dec 19, 2006
not a fan of crap tv, mynetwork tv should cut their losses and move on. hopefully with good shows.
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Dec 19, 2006
It might be crap, but at least it's cheap crap. which explains why they're still on the air.
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Dec 19, 2006
they still on the air
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Dec 19, 2006
isnt there already a channel dedicated to the soaps, shove the telenovas onto that channel also
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Dec 19, 2006
My network needs to stop with the soaps and move on to the series.
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Dec 19, 2006
My Network TV was like jamming a chainsaw down your pants. Why can't they just be like TBS and air old comedys because they will die as anything else.
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Dec 18, 2006
MyNetwork is a real station
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Dec 18, 2006
awww
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Dec 18, 2006
I liked every telenovela that MyNetwork has aired so far. I LOVE Wicked Wicked Games. As long as that one finishes its run i'll be fine.
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Dec 18, 2006
Oh no... don't
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Dec 18, 2006
Wow, who would have thought that was a bad idea to begin with...



[ / end sarcasm ]
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Dec 18, 2006
I wish i could get the CW instead of Mynetwork that way i can watch Reba.
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Dec 18, 2006
It's sad really.

Maybe they could start re-airing some GOOD shows that are no longer on air?



I also watched WWG and was so enamered by how awful the show was, that I had to watch it.
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