Zoneboy
02-10-2009, 05:07 AM
Link (http://news.yahoo.com/s/nm/20090210/tv_nm/us_mynetwork;_ylt=Agw3nX0G7vt2DsJ8.V1GprVxFb8C)
LOS ANGELES (Hollywood Reporter) – MyNetworkTV no longer is a traditional broadcast network and instead is adopting what it calls a hybrid model.
Despite double-digit ratings growth this season, the News Corp. venture is cutting back on original programing and will air syndicated content from rival companies.
MyNetworkTV will switch to a new model in the fall that includes such syndicated content as a two-hour block of "Law & Order: Criminal Intent" repeats from NBC Universal. The network also is letting affiliate stations program Saturday nights as they choose.
"We need to blow up the traditional broadcast model," MyNet president Greg Meidel said. "It's not working."
Meidel said the network no longer is a broadcaster but a "hybrid national program distribution service."
"This move away from a strict network model to a hybrid will allow us to continue to be a valuable asset in the News Corp. portfolio," he said. "This is a tremendous opportunity for our affiliates to generate more revenue by providing them with branded, high-profile programing (selections) that are proven ratings performers."
In a season where most networks are down year-over-year, MyNet showed the most growth of any broadcast network, up 50 percent among the key adults 18-49 demographic and edging out the CW in some recent weeks. But behind the steep percentages is a modest overall level of viewership topped by the costly "WWE Friday Night SmackDown!"
WWE and the "Criminal Intent" block will be included on MyNet's new fall schedule, which will be announced soon. Meidel said he was still in talks with potential programing partners and wasn't yet sure how many original programing hours the network will have.
'FLEXIBLE SOLUTION'
"We are very proud of what we have accomplished with MyNetworkTV in the past three years," Meidel said. "Due to the current economic environment, we wanted a creative flexible solution that will give us a greater economic result. This innovative new model allows us to build a strong primetime block with established well-known programing while reducing our overhead costs."
Under the new plan, NBC Universal receives half the advertising inventory for "Criminal Intent," so MyNet doesn't actually pay for the content. The other 50 percent goes toward MyNet stations, the bulk of which are owned by Fox.
The content switch marks the latest twist for the 3-year-old network, which launched after the demise of UPN and WB Network. The network's first programing lineup consisted of original telenovelas. When that flopped, MyNet began programing reality repeats (including "Jail," "The Academy" and "Paradise Hotel 2"), often relying on sister division Fox Reality Channel, as well as purchasing original celebrity programing and second-run movies.
When the CW declined to renew its agreement with World Wrestling Entertainment last year, MyNet picked up the Friday night WWE telecast, giving the network record ratings. The wrestling franchise issued a news release Monday reassuring fans that "Smackdown!" has "a bright future."
Season to date, MyNetworkTV's total viewers grew 57 percent, from 1.1 million in 2008 to 1.7 million. About half the network's improvement is driven by "Smackdown!"
Ever since MyNet dropped the telenovelas, the network has shrugged off branding in favor of ratings -- willing to swing between a Britney Spears special and wrestling. This latest change takes such flexibility to a new level by airing shows from former rivals in hopes of bumping viewership.
"It's all about attracting the largest audience we can," Meidel said. "This will be healthy for broadcast television."
Reuters/Hollywood Reporter
LOS ANGELES (Hollywood Reporter) – MyNetworkTV no longer is a traditional broadcast network and instead is adopting what it calls a hybrid model.
Despite double-digit ratings growth this season, the News Corp. venture is cutting back on original programing and will air syndicated content from rival companies.
MyNetworkTV will switch to a new model in the fall that includes such syndicated content as a two-hour block of "Law & Order: Criminal Intent" repeats from NBC Universal. The network also is letting affiliate stations program Saturday nights as they choose.
"We need to blow up the traditional broadcast model," MyNet president Greg Meidel said. "It's not working."
Meidel said the network no longer is a broadcaster but a "hybrid national program distribution service."
"This move away from a strict network model to a hybrid will allow us to continue to be a valuable asset in the News Corp. portfolio," he said. "This is a tremendous opportunity for our affiliates to generate more revenue by providing them with branded, high-profile programing (selections) that are proven ratings performers."
In a season where most networks are down year-over-year, MyNet showed the most growth of any broadcast network, up 50 percent among the key adults 18-49 demographic and edging out the CW in some recent weeks. But behind the steep percentages is a modest overall level of viewership topped by the costly "WWE Friday Night SmackDown!"
WWE and the "Criminal Intent" block will be included on MyNet's new fall schedule, which will be announced soon. Meidel said he was still in talks with potential programing partners and wasn't yet sure how many original programing hours the network will have.
'FLEXIBLE SOLUTION'
"We are very proud of what we have accomplished with MyNetworkTV in the past three years," Meidel said. "Due to the current economic environment, we wanted a creative flexible solution that will give us a greater economic result. This innovative new model allows us to build a strong primetime block with established well-known programing while reducing our overhead costs."
Under the new plan, NBC Universal receives half the advertising inventory for "Criminal Intent," so MyNet doesn't actually pay for the content. The other 50 percent goes toward MyNet stations, the bulk of which are owned by Fox.
The content switch marks the latest twist for the 3-year-old network, which launched after the demise of UPN and WB Network. The network's first programing lineup consisted of original telenovelas. When that flopped, MyNet began programing reality repeats (including "Jail," "The Academy" and "Paradise Hotel 2"), often relying on sister division Fox Reality Channel, as well as purchasing original celebrity programing and second-run movies.
When the CW declined to renew its agreement with World Wrestling Entertainment last year, MyNet picked up the Friday night WWE telecast, giving the network record ratings. The wrestling franchise issued a news release Monday reassuring fans that "Smackdown!" has "a bright future."
Season to date, MyNetworkTV's total viewers grew 57 percent, from 1.1 million in 2008 to 1.7 million. About half the network's improvement is driven by "Smackdown!"
Ever since MyNet dropped the telenovelas, the network has shrugged off branding in favor of ratings -- willing to swing between a Britney Spears special and wrestling. This latest change takes such flexibility to a new level by airing shows from former rivals in hopes of bumping viewership.
"It's all about attracting the largest audience we can," Meidel said. "This will be healthy for broadcast television."
Reuters/Hollywood Reporter