‘Desire,’ ‘Fashion House’ Debut to Modest Numbers

Sep 6, 2006  •  Post A Comment

New broadcaster MyNetworkTV premiered its new programming block Tuesday to numbers well below the Sept. 2005 average for the 52 metered market stations that run the new service.

In overnight ratings in 52 markets metered by Nielsen Media Research, the new drama “Desire” averaged a 1.1 household rating and 2 share. That was down 39 percent from its average quarter hour lead in of 1.8/3, and down 50 percent from the Sept. 2005 time period average of 2.2/4.

The second hour of MyNetworkTV’s new block, “Fashion House,” fared better with a 1.2 rating and 2 share. That was up 33 percent from its average lead in of 0.9/2, but down 40 percent from its year ago time period average of 2.0/3.

In terms of holding its audience, “Fashion House” performed better than its lead in “Desire.” “Fashion House” averaged a 1.2 rating its first quarter hour, followed by a 1.2, a 1.1 and a 1.2. “Desire” started out with a 1.3 before declining to a 1.0 for the next two quarter hours before finishing with a 0.9.

In New York on WWOR-TV at 8 p.m. (ET), “Desire” scored a 1.8 rating and 3 share, down 28 percent from its lead in. “Fashion House” scored a 2.1/3, up 24 percent from its lead in.

In Los Angeles on KCOP-TV at 8 p.m. (PT), “Desire” came in with a 1.0/2, down 33 percent from its lead in of 1.5/3. “Fashion House” maintained with a 1.0/2, up 43 percent from its 0.7/1 lead in.

“Desire” and “Fashion House” were first developed by Twentieth Television as syndicated programming, but with the surprise announcement in January that UPN and The WB were shutting down to form the new network The CW, Twentieth pulled back the programming and opted to form MyNetworkTV, making the shows the cornerstone of the new broadcaster. The end of UPN left Twentieth’s sister company, the Fox stations group, in a programming lurch for its UPN affiliates.

National numbers for the first week of MyNetworkTV will not be available until at least Sept. 14.