Telenovelas Hold On to Demo

Oct 2, 2006  •  Post A Comment

Both of MyNetworkTV’s new limited dramatic series “Desire” and “Fashion House” maintained their ratings in the adults 18 to 49 demographic in their third week on the air, though the English-language telenovelas saw declines in total viewers.

From Monday, Sept. 18, through Friday, Sept. 22, the 8 p.m. (ET) drama “Desire” scored an average 0.3 rating in adults 18 to 49, numbers that include live plus same-day viewing via digital video recorders, according to Nielsen Media Research. That was on par with “Desire’s” Monday-through-Friday performance in its second week, but down from its 0.4 five-day average in its debut week.

“Desire” garnered 813,000 total viewers, down from an average 927,000 the previous week and 1.2 million its debut week.

At 9 p.m. “Fashion House” scored a 0.4 rating in adults 18 to 49 in its third week on the air, even with its 0.4 rating in its second week but down from the 0.5 it garnered its premiere week. As to total viewers, “Fashion House” dropped to 955,000 in its third week from 1.1 million viewers its second week and 1.3 million its premiere week.

Last week MyNetworkTV had a conference call with the network’s Fox-owned stations, which remain “very committed” to the network, said Jack Abernethy, CEO of Fox Television Stations.

The network is now planning a marketing campaign in October and November aimed at bringing in viewers displaced by post-season baseball on MyNetworkTV’s sister network, Fox.

“People are happy with the look of the product in general,” Mr. Abernethy said of the Fox-owned network affiliates.

Introducing viewers to the concept of five consecutive days of a single show in prime time, followed up with a recap episode on weekends, is taking time, he said, especially considering the launch of an entirely new network.

“We really have 12 new shows in terms of expectations of the viewers,” Mr. Abernethy said. “The problem is we’re rebranding a network, rebranding a time period. It’s gone well but we could have more awareness.”