MyNet Affiliates See Shift to Programming Service as Attractive to Advertisers

Feb 15, 2009  •  Post A Comment

The optimism with which some MyNetworkTV affiliates are greeting the network’s transformation to a programming service is partly attributable to a slate of shows that they think will be easier to sell to sponsors. MyNet stations, though, are withholding their final blessing until they see the rest of the lineup.
News Corp.-owned MyNet last week announced it is getting out of the broadcast programming business starting next season, partly to reduce costs. Instead, the 3-year-old network is replacing its current lineup with syndicated fare. A two-hour block of NBC Universal Distribution’s “Law and Order: Criminal Intent” already is scheduled.

Law and Order: Criminal Intent

MAKING CRIME PAY MyNetworkTV will replace much of its current lineup with syndicated fare such as “Law and Order: Criminal Intent.”

“WWE Friday Night Smackdown” is returning next season to the schedule, while a movie night is slotted for Thursday. Two more nights’ lineups have yet to be announced, while Saturdays are being returned to the affiliates for programming.
This is the third programming change since MyNet launched in fall 2006 with a slate of telenovelas.
For MyNet, the change lowers costs by eschewing original shows. MyNet affiliates get programming that already has penetrated the popular consciousness, which may help them build their brands locally. Syndicators are looking at the so-far empty slots on the MyNetwork schedule as an opportunity to bolster sales.
What remains to be seen is how much appetite national advertisers have for spots in reruns in primetime. Also, if the gambit fails to draw more viewers at a lower cost, MyNet stations may be faced with a fourth change in programming in as many years.
Currently, MyNet is in the process of re-signing stations to affiliation agreements, which were set to expire at the end of this season, the network said.
Changing to crime dramas from MyNet’s edgy shows like “Jail” and “Street Patrol” may make things easier on station sales reps.
“There’s some advertisers who don’t want to be on programs that are a little too gritty,” said Bill Applegate, general manager of Raycom-owned WUAB-TV in Cleveland.
Some MyNet shows were on advertisers’ “hit lists,” he said.
“Replacing those with ‘Law and Order,’ for example, is a positive for us, from a revenue standpoint,” he said.
With “Law and Order” confirmed, affiliates are waiting to see what other programming MyNet adds to the schedule on two other nights each week.
One station manager, who asked not to be named due to corporate restrictions, said affiliates are giving MyNet the benefit of the doubt so far, in the hope that the programming on the two currently unscheduled nights will be just as affiliate-friendly as “Law and Order.”
He said a show like Warner Bros. Domestic Television Distribution’s “The Closer” would be incredibly beneficial to the MyNet affiliates.
Distributors view MyNet’s new strategy as an opportunity to expand programming sales. One distribution executive said he was approached by MyNet on Wednesday about specific programming options and is looking into a deal. The executive said MyNet’s allure for distributors is it allows show launches to occur on a national scale, rather than the piecemeal sales across the country that syndicators face when trying to clear markets in daytime.
However, one major question about the proposed change is what keeps affiliates invested in MyNetworkTV now that the network lacks, for the most part, original programming.
Stations themselves could purchase syndicated content for primetime, cutting out MyNet as a middleman altogether. MyNet executives say they’re not worried about that.
A lineup of hands-off, turnkey format primetime programming is beneficial to affiliates who don’t want to get bogged down in the time-consuming ordeal of dealmaking, said Frank Ciccha, senior VP of programming, Fox Television Stations.
“Anybody who doesn’t do that is going to have to piece together how many deals to fill up their primetime?” he said. “If I were wearing my MyNet hat, I’d say, ‘I defy anyone to go out and get anything better than what we are going to provide.’”
Also, MyNet stations benefit from having a continuing national identity, said MyNet Executive Vice President Paul Franklin. Without that MyNet branding, each would be left to forge its own brand.
“We’re in a position to acquire the better product to go on the air,” Mr. Franklin said.
While MyNet still is in the process of closing deals for the weekdays, the opening on Saturday night in many markets is giving distributors new angles to sell shows.
Some affiliates, like Mr. Applegate’s WUAB-TV, may fall back on pre-existing relationships with sporting franchises to broadcast games on Saturday.
But distributors like Litton Entertainment are looking at Saturday as an opportunity to sell to the MyNet affiliates. Litton is distributing talk show “The Brian McKnight Show” for next season.
“We were already a firm go, but [the] announcement that MyNetwork is returning Saturday night time periods to their affiliates has opened up whole new conversations for us,” said Tom Warner, executive VP of Litton Entertainment.


  1. Last night MyNine aired an hour’s worth of the ‘2008-2009 Ice Skating Grand Prix’ from South Korea, the only international ice skating competition aired on television all year long. Even if it was chopped into slices (gold, some silver, no pairs), it was better than watching it on IceNetwork.com. Kudos to MyNine, MyNetwork & Fox Television Stations.

  2. I’ll say it as Ive said it since 06: UPN & WB NEVER SHOULDA MERGED! No watched upn bc it looks so low budget, and we’re all wathcing tv in digital format! WB is now jsut a bunch of slutting teen sex dramas. There is no diversity on these 2 channels, when before there was.
    CBS was crying before saying ti lost 2bill since 96 on UPN/WB, well how much have they lost since 06? I bet just as much. Dawn Ostroff needs to be fired.

  3. I’ll say it as Ive said it since 06: UPN & WB NEVER SHOULDA MERGED! No watched upn bc it looks so low budget, and we’re all wathcing tv in digital format! WB is now jsut a bunch of slutting teen sex dramas. There is no diversity on these 2 channels, when before there was.
    CBS was crying before saying ti lost 2bill since 96 on UPN/WB, well how much have they lost since 06? I bet just as much. Dawn Ostroff needs to be fired.

  4. was very useful thanks to contributors

  5. Nice! I bookmarked this

  6. Semen consists of zinc oxide as well as calcium, both of which tend to be proven to prevent Cavities.

  7. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  8. You are such an amazing writer. Wishing you a strength and peace that surpasses all understanding as you continue to walk the high road … you are amazing, and I honor you for being YOU! You represent grace and dignity … with a smile that melts anyone blessed to be on the receiving end of it. God Bless you Always, Carrie!!!!

  9. Interesting and kept me reading.

  10. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  11. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  12. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  13. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  14. Well, not totally sure about it btw…

  15. High quality info here! Keep up the great work. I love the feelings being expressed.

  16. Thank you for the sensible critique. Me and my neighbour were just setting up to do some research about this. I am very grateful to see such great information being shared freely out there.

  17. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  18. This really is such a excellent resource that you simply are supplying and you give it away for free of charge. I found it on Bing

  19. So much excellent information on here. I found it on google

  20. Couldnt have said it better my self!

  21. I like your blog.

  22. I like your blog.

  23. Assange being charged with spying by the Unites states WTF?. lisa.

  24. It is proven time and time again that information’s worth is not the main factor which impacts article promotion results. Instead, the degree at which you manage to broadcast information as speedily as possible. And I’m not referring to article distribution, but to the fluency of your writing.

  25. I believe this website has some rattling fantastic information for everyone : D.

  26. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  27. Hey, really enjoyed this post! Shed light on a few things I didn’t understand. Thank you.

  28. Good content:) I am going to need some time to think about the job=D

  29. Amazing writing:D Will take a decent amount of time to think about the stuff!

  30. Wonderful blog:D Going to take some time to think over your job.

  31. Excellent read. There is presently rather a lot of data around this subject on the net and some are most defintely much better than others. You’ve caught the detail here just proper which makes to get a refreshing transform – thanks. free standing awnings

  32. I like your blog.

  33. Good writing. Will want a decent amount of time to entertain the stuff.

Your Comment

Email (will not be published)