News Corp. changes game plan for MyNetworkTV - Sitcoms Online Message Boards

Zoneboy · 02-10-2009, 05:07 AM

Link

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

JulieSomoski · 02-10-2009, 04:56 PM

Not really getting this - the network's showing a lot of promise. Why ditch the concept for repeats? Sure, it would be less money but that's probably in return for lower ratings.

wew3 · 02-10-2009, 07:16 PM

I don't know what's with all this hybrid garbage, but don't really care since the only thing I watch on this "if it's still called a network" is Smackdown. I get airing syndicated stuff and not having to pay for it, but they really should be airing something original besides the wrestling which draws better than the overhyped shows on CW.

ekkostar · 02-10-2009, 08:09 PM

Instead of being "My Network TV" they should have done what seemed logical in the first place: Returning to locally-owned syndicated UHF stations. I'm sick of seeing infomercial crap most of the day on My Network and The CW. I miss having old children's shows in the morning and reruns of classics in the afternoon.

TeeVeeCloset · 02-11-2009, 10:22 AM

CHALLENGE TO Murdock WNYW/WWOR owner......if Saturday night is going back to the local affliates........Here is your chance to get a old 50's horror/sci-fi movie package and bring back CREATURE FEATURES at 8PM on Channel 9 in NEW YORK.

Look at the buzz WPIX got with last Octobers' Chiller return for one night....

Look I know I'm dreaming, but it is possible and John Lennon gives me the right to "Imagine"

TV-aholic · 02-12-2009, 09:57 AM

Dissapointed that MyTV is changing to a 2nd ION network, but they may actually get higher ratings in the long run. ION gets about 600K viewers per week, average, and that is with a less affiliates and weaker stations.

I hope that they keep a 2nd night with originals, along with SmackDown, so as to still be know as a place with original content.

But, how far away is the CW form either adopting this format or sinking completely? Ratingswise, they are neck and neck with MyTV this season.

Jude The Obscure · 02-12-2009, 12:57 PM

I made a comment at the rec.art.tv newsgroup about how MNT is becoming a clone of ION, by starting to rely on other networks reruns. If L&O CI scores for them, watch them acquire very quickly other reruns.

wew3 · 02-12-2009, 04:17 PM

I guess the cost of producing good shows outweigh just aired rerun syndicated stuff. Paid programming is here to stay since they buy the tv time. Most shows don't like to do that.

I hope this is not an end to tv networks as we know it. NBC is already dropping their last hour of weekly prime time for Leno followed by Conan, Jimmy Fallon, and Carson Daly.

I hate watching reality based show. I guess I'm going to be reading more in the future ; )

TV-aholic · 02-13-2009, 12:34 AM

I think we may soon see and feel what it like to watch TV in the 50's, but with 400 channels of it.

James · 02-15-2009, 11:44 PM

Quote:

Originally Posted by Zoneboy

Link

...WWE ... will be included on MyNet's new fall schedule, which will be announced soon.

Darn.

02-10-2009, 05:07 AM	#1
Zoneboy RIP, I'LL NEVER FORGET YOU :( Moderator Forum Superstar Join Date: Jul 13, 2003 Location: AT HOME WISHING ALL THIS WAS JUST A DREAM AND THAT I'LL WAKE UP FROM THIS NIGHTMARE. Posts: 34,338	News Corp. changes game plan for MyNetworkTV Link 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

02-10-2009, 04:56 PM	#2
JulieSomoski Roseanne Reboot - March 27! Forum Veteran Join Date: Nov 06, 2004 Location: Michigan Posts: 7,558	Not really getting this - the network's showing a lot of promise. Why ditch the concept for repeats? Sure, it would be less money but that's probably in return for lower ratings.
	__________________ Click here to view some great articles written by my husband and I! All views are appreciated! Watch: Medium, Fridays at 9pm, on CBS! Big Bang Theory, Mondays at 9:30pm, on CBS! The Mentalist, Thursdays at 10pm, on CBS! Old Christine, Wednesdays at 8pm, on CBS! ABC's Comedy Lineup, Starting Wednesdays at 8:30pm, on ABC!

02-10-2009, 08:09 PM	#4
ekkostar Coffee, Tea & Larroquette! Senior Member Join Date: Apr 16, 2005 Posts: 1,077	Instead of being "My Network TV" they should have done what seemed logical in the first place: Returning to locally-owned syndicated UHF stations. I'm sick of seeing infomercial crap most of the day on My Network and The CW. I miss having old children's shows in the morning and reruns of classics in the afternoon.
	__________________ "All my sitcoms had an audience, with four or five cameras, so working this way has always been appealing to me." - John Larroquette A living legend, five Emmys and a Tony award! Your favorites could never...

02-11-2009, 10:22 AM	#5
TeeVeeCloset Member Senior Member Join Date: Aug 25, 2003 Posts: 1,873	CHALLENGE TO Murdock WNYW/WWOR owner......if Saturday night is going back to the local affliates........Here is your chance to get a old 50's horror/sci-fi movie package and bring back CREATURE FEATURES at 8PM on Channel 9 in NEW YORK. Look at the buzz WPIX got with last Octobers' Chiller return for one night.... Look I know I'm dreaming, but it is possible and John Lennon gives me the right to "Imagine"
	__________________ Living near "Ozzie Nelson Drive".....

02-10-2009, 07:16 PM	#3
wew3 Member Frequent Poster Join Date: Mar 03, 2003 Posts: 166	I don't know what's with all this hybrid garbage, but don't really care since the only thing I watch on this "if it's still called a network" is Smackdown. I get airing syndicated stuff and not having to pay for it, but they really should be airing something original besides the wrestling which draws better than the overhyped shows on CW.

02-12-2009, 09:57 AM	#6
TV-aholic Member Occasional Poster Join Date: Feb 02, 2009 Location: Indy Posts: 36	Dissapointed that MyTV is changing to a 2nd ION network, but they may actually get higher ratings in the long run. ION gets about 600K viewers per week, average, and that is with a less affiliates and weaker stations. I hope that they keep a 2nd night with originals, along with SmackDown, so as to still be know as a place with original content. But, how far away is the CW form either adopting this format or sinking completely? Ratingswise, they are neck and neck with MyTV this season.

02-12-2009, 12:57 PM	#7
Jude The Obscure Retired Eternal Member Forum Veteran Join Date: Dec 10, 2006 Posts: 7,519	I made a comment at the rec.art.tv newsgroup about how MNT is becoming a clone of ION, by starting to rely on other networks reruns. If L&O CI scores for them, watch them acquire very quickly other reruns.

02-12-2009, 04:17 PM	#8
wew3 Member Frequent Poster Join Date: Mar 03, 2003 Posts: 166	I guess the cost of producing good shows outweigh just aired rerun syndicated stuff. Paid programming is here to stay since they buy the tv time. Most shows don't like to do that. I hope this is not an end to tv networks as we know it. NBC is already dropping their last hour of weekly prime time for Leno followed by Conan, Jimmy Fallon, and Carson Daly. I hate watching reality based show. I guess I'm going to be reading more in the future ; )

02-13-2009, 12:34 AM	#9
TV-aholic Member Occasional Poster Join Date: Feb 02, 2009 Location: Indy Posts: 36	I think we may soon see and feel what it like to watch TV in the 50's, but with 400 channels of it.