TVNewsCheck has put up an article about MyNetworkTV's fall season and how things are going behind the scenes.
-This could be the first time the programming service has any kind of buzz, as they've picked up cable behemoth The Walking Dead.
“The Walking Dead and The Mentalist have reenergized the brand itself and our local stations,” says Paul Franklin, EVP-general sales manager of broadcast at Twentieth Television. “Their sales staffs and promotion departments are jazzed that these shows are coming.”
-Fox is still jazzed about running it.
“We’re heading into the fall as optimistic about MyNetworkTV as we have ever been,” says Frank Cicha, SVP of programming at Fox Television Stations, which airs MNT on its 10 duopolies. “Every year, we want to grow. But I would anticipate that we’ll do better this fall with The Walking Dead.”
-Interestingly, they still see themselves as competing with The CW.
MNT got off to a rough start. It formed from a large group of stations that were left without a network when CBS-owned UPN merged with Warner Bros.’ The WB, to form The CW.
MNT debuted as a network that aired original five-night-a-week dramas in the style of Univision’s Spanish-language novelas, such as Fashion House starring Bo Derek and Morgan Fairchild. That programming strategy quickly faltered.
“Following that setback, they began what is now a combination of off-cable and off-broadcast programming five nights a week,” says Bill Carroll, vice president and director of programming at Katz Television. “With a few exceptions, they have had a consistent audience while remaining competitive with the CW.”
-However, The CW still outranks them in the ratings.
MNT averaged a 0.8 household rating the past three sweeps — November, February and May, compared to The CW’s 0.88. However, MNT trails pretty far behind The CW among adults 18-49 with a 0.29 rating, compared to a 0.52.
-Station owners regard them as successful independents.
“They’re not doing anything revolutionary,” says Carroll. “But they are doing what independent TV stations have done in the past and, to some extent, what cable networks do now. It is a strategy that works that they are using across all their markets.”
-Tribune's WPHL is one of the strongest MyNetworkTV stations in the country.
“Tribune Media’s MyNetworkTV in Philly [WPHL] has been a strong performer for us the past several years,” says Sean Compton, president of strategic programming and acquisitions at Tribune Media, which also owns MNT station KZJO Seattle and KAUT Oklahoma City.
“We have one of the healthiest MyNet affiliates in the country. The viewer circulation from our strong off-network shows and daytime products has a halo into other dayparts, making it easier for us to promote MyNet.”
-MyNet is satisfied with their station clearances, but they're always interested in upgrading.
Meantime, Franklin says he’s happy with MNT’s station clearances. “We are locked in for a number of years at 97%,” he says. “We’re in good shape in that regard. But we talk to stations all the time. We’re always working on new opportunities in the marketplace.”
-MyNet isn't afraid of being on subchannels.
MyNetworkTV airs on dot.two subchannels in 59 mostly small DMAs.
“A lot of dot.twos are pretty strong in their markets,” Franklin says. “We’re not afraid of being on a dot.two station — some of them are very well programmed. But we are still primarily made up of a pretty strong lineup of full-power stations.”
-MyNet offers favorable financial options to their stations.
Twentieth’s deal with stations is an all barter 50-50 split.
“What makes MyNetworkTV attractive is the cost factor, coupled with network-quality programs,” says Cicha. “We have been able to get shows that resonate with viewers and advertisers.”
Despite not having a strong pulse in the Nielsons, stations and brass seem to be happy enough with MyNetworkTV, and there's no sign that it's leaving any time soon.
