MyNetworkTV is Hitting the Road

Apr 24, 2007  •  Post A Comment

MyNetworkTV, under the direction of new president Greg Meidel, will forgo elaborate presentations for the upfronts in lieu of roadshow-style meetings with individual advertising agencies.

“We decided that this year it was more important for us to take the unconventional path that outlets such as USA and AOL are taking and go with a more personalized one-on-one presentation,” said Mr. Meidel. “This is an opportunity for us to get in front of key clients in a conversational way and show them how successful we have been with our programming changes.”

Mr. Meidel and Bob Cesa, executive VP of advertising sales for Twentieth Television, noted that since it pulled out of the scripted-telenovela format, the infant channel had seen rating upticks with unscripted fare and movies. They noted MyNet now is in discussions with producers including Mark Burnett, John Langley and Bruce Nash for new series for the network’s fall schedule.

“One of the things that is obviously advantageous about meeting with agencies in this manner is that there is more opportunity for questions and answers,” said Mr. Cesa. “In addition, we can customize our presentation to meet the needs of their particular client list. Plus it’s just more convenient. I’ve done presentations both ways, and I believe that for us the personalized approach works better.”

Mr. Meidel noted the programming move to replace Tuesday airings of the telenovelas during the May sweep would become permanent, adding that the network will allow the two current series to run their course on Wednesdays.

“We will be in the reality business on Tuesday nights beginning June 5, where we hope to capitalize on our ratings and demo gains with some terrific new programming on that night,” he said.

(Editor: Horowitz)