March 1, 2007 MyNetwork TV: No More Scripted By James Hibberd
MyNetworkTV is getting out of scripted programming.
The network has dropped plans to produce seventh and eighth cycles of telenovelas, and has decided to cease pursuing scripted content of any kind.
"We're not developing anything scripted at this time," said MyNetwork President Greg Meidel. "We don't have one scripted project, other than telenovelas that have already been produced."
Instead, Mr. Meidel said the News Corp.-owned network, which has struggled to draw audiences with its telenovela content since launching last fall, is in discussions with top reality producers to acquire new shows.
Mr. Meidel was blunt about his reasons for dropping scripted content.
"The five major networks spend enormous amounts on development and I don't think we can outdo what they do in [comedies] 'Family Guy' or 'Two and a Half Men,' or [dramas] 'House' or 'Grey's Anatomy,'" he said. "But I think there's some great reality projects out there that are available."
After running telenovelas since September that have averaged about 800,000 viewers, MyNetworkTV is on the verge of a major schedule shakeup.
Next month the network runs its final two telenovelas-"American Heiress" and "Saints & Sinners"-on Tuesdays and Wednesdays, with mixed martial-arts fighting Mondays and movie nights Thursdays and Fridays.
The network also recently announced upcoming specials on Anna Nicole Smith ("Anna Nicole Smith: A Centerfold Exposed," produced by the team behind "Access Hollywood"), an Elton John concert special ("Happy Birthday Elton") and a fight night preview special ("Countdown to Battleground").
Mr. Meidel said his current strategy isn't to focus on a particular brand, but to "make some noise" and bring in new sampling.
"I want people to know MyNet is out there, and there's a huge percentage that do not know we exist," he said.
If your company was bleeding $2M per week, you'd be hardpressed to not do something drastic, too! Not like there are that many hardcore fans out there that will make a big stink (no offense to any on this board... but clearly, not many people are watching).
This move, although not unexpected, reinforces my opinion that MNT was launched too soon and as a result had a "slapped together" feel to it.
Hopefully MNT will only use non-scripted programming to turn itself around (i.e. undo the damage already done). Then MNT can devote its attention to scripted comedy and drama. Otherwise MNT will become Fox Reality Channel 2.
Interesting. Reminds me of the dismiss of the PAX network, except that network actually aired scripted stuff for about 4 or 5 years before slowing morphing into the classic hits channel it has become.
I'm sure that Non-scripted in not JUST Reality TV. I'm sure there will be a nice mix of Sports (or sports type programs), specials, theatrical movies, Music.
I wonder what sports entities it would want/try for? the minor league CBA or ABA is available. The AHL minor league hockey is nation wide. Soccer, Lacrosse, Fastpitch Softball, college sports.
What would be cool is they took a page from old school MTV and have a LIVE concert of the week.
This had to be coming. The network has been an unmitigated disaster.
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Originally posted by TravisYanan:
quote:
Clearly, it's a network in crisis.
If your company was bleeding $2M per week, you'd be hardpressed to not do something drastic, too! Not like there are that many hardcore fans out there that will make a big stink (no offense to any on this board... but clearly, not many people are watching).
If your company was bleeding $2M per week, you'd be hardpressed to not do something drastic, too! Not like there are that many hardcore fans out there that will make a big stink (no offense to any on this board... but clearly, not many people are watching).
Is that figure true?
It would probably be more beneficial for stations to become independent and have all-syndication programming, as Boston did, than to continue being affiliated with this complete disaster.
Posts: 1228 | Location: Brookline, MA | Registered: 25 September 2006
If your company was bleeding $2M per week, you'd be hardpressed to not do something drastic, too! Not like there are that many hardcore fans out there that will make a big stink (no offense to any on this board... but clearly, not many people are watching).
Is that figure true?
It would probably be more beneficial for stations to become independent and have all-syndication programming, as Boston did, than to continue being affiliated with this complete disaster.
Expect scores of major-market, non Fox-owned affiliates to start defecting in the coming weeks. Too little, too late.
The news is unfortunate only because the telenovellas were well-produced scripted fare. I saw two of the four, and enjoyed them both.
But I completely understand the decision. MNT has given telenovellas their best shot with six series produced so far, and still, MNT is stuck down in the 0.5HH level, tied with PAX/ION.
Mr. Meidel has taken several positive steps. The mix of theatricals on Saturday night has been eclectic, a real departure from standard network fare, almost IFCish. This bodes well for their upcoming two nights of theatricals.
And given that The CW's second highest rated series is WWE Smackdown, the upcoming IFL Battleground series looks poised to take this network at least into the 1'sHH and maybe even the 2's.
Well affiliates have stuck with PAX/ION over the years. I think they'll give MNTV another shot. If the reality sucks and that's a large possibility, then its curtains. The thing is this: can the networks make more money as independents with old movies and Lassie repeats?
I know MNTV is cleared for about 97% of the US, but how strong are the affiliates? Compariable to UPN? (weaker/stronger).
Could MNTV be considered a major turn around, or perhaps minor hit, IF they could start averaging a 1.5 HH? The CW is only at about 2.1 for the season.
I guess they don't have too many directions to take. Most American sports & the biggest non-American sports events such as Wimbledon tennis & World Cup soccer are already covered, so reality is about all that's left. Now, if it's "how it's done" reality, it could well succeed. After all, how many of us actually know how the commonest items in our lives are made?
However, if it's more "boy meets girl" garbage or 43 people packed into a 12' x 12' room with 56 cameras running at once, I promise you "I" won't watch one minute!
Well I can tell you that in the midwest its basically all digital sub-affiliates of one of the bigger networks. Its had trouble getting cable clearance in my area and I think the only reason I get it in college is that it was a former UPN digital sub-affiliate. The college likes to offer a station from the other markets in our state, and because there is no UPN in this market, it was pulled in from another market.
quote:
Originally posted by TV-aholic: Dumont,
I know MNTV is cleared for about 97% of the US, but how strong are the affiliates? Compariable to UPN? (weaker/stronger).
Could MNTV be considered a major turn around, or perhaps minor hit, IF they could start averaging a 1.5 HH? The CW is only at about 2.1 for the season.
Well that would mean ratings had tripled and I don't see that happening right away.
quote:
Originally posted by TV-aholic: Dumont,
I know MNTV is cleared for about 97% of the US, but how strong are the affiliates? Compariable to UPN? (weaker/stronger).
Could MNTV be considered a major turn around, or perhaps minor hit, IF they could start averaging a 1.5 HH? The CW is only at about 2.1 for the season.
