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Cleanup targets: Paul McKenna New World Order The MyNetworkTv telenovelas were limited-run, prime-time soap operas, scheduled during the 2006-2007 season. They were an attempt by News Corp. to create a low-cost dramatic programming franchise, by adapting hit shows from Latin Americxa.
Ratings were unexpectedly low. MyNetworkTV announced in March, 2007, that development of future serials was halted. Six of the limited-run series were produced and at least three were halted in development.
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[edit] The Format
Each hour of novelas was said to cost an average of $200,000, [1] about one-tenth the cost of traditional prime-time shows.[2] National advertising spots sold for between $20,000 and $35,000 for a 30-second spot as of September 2006. [3] The scripts were purchased mainly from Mexico's TV Azteca, Columbia's's Caracol TV and other regional broadcasters.
The shows were mainly shot at Stu Segall Studios in San Diego.[4] As a cost-saving measure, producers tended to hire performers with limited acting experience.[5] Also, since scripts were finished before taping starts, scenes on the same set could be shot out of episode order.[5]
The shows are broadcast in high definition by affiliates with HD simulcasts and in letterbox format on standard definition broadcasts. Each carries a SAP signal carrying a Spanish audio track;
News Corp began planning an a stable of American telenovelas in 2005, intending to sell them to individual stations on the syndication market. It first conceived of a umbrella brand called ‘’Desire’’, which would be an hour-long rotation of serials. A second was then developed, called “Secret Obsessions.”
Indeed, Fox had intended to release Desire as a stand-alone syndicated program prior to coming up with the MyNetworkTV concept. Jack Abernethy, chief executive of Fox Television Stations, said before launch that MyNetworkTV's six-day-per-week format is the wave of the future because a traditional schedule costs too much.[5]
[edit] Telenovelas
The network's original format focused on the 18-to-49-year-old, English-speaking Hispanic population[6][7] with programing consisting exclusively of telenovelas. starting with Desire and Fashion House. Originally, each aired Monday to Friday with one-hour recaps on Saturdays, in continuous cycles of thirteen-week seasons; when one series ended, another unrelated series would begin the following week. The fifth and sixth series, American Heiress and Saints and Sinners, will each air only two hours each per week when they debut March 13 and March 14, 2007, respectively.[8]
[edit] Broadcast Rotations
All times are Eastern and Pacific (subtract one hour for Central and Mountain time)
| Telenovela | Time | Premiere Date | Finale Date | |
|---|---|---|---|---|
| Fall 2006 | Desire | 8:00 P.M. | September 5, 2006 | December 5, 2006 |
| Fall 2006 | Fashion House | 9:00 P.M. | September 5, 2006 | December 5, 2006 |
| Winter 2006 | Wicked Wicked Games | 8:00 P.M. | December 6, 2006 | March 6, 2007 |
| Winter 2006 | Watch Over Me | 9:00 P.M. | December 6, 2006 | March 6, 2007 |
| Spring 2007 | American Heiress | Tuesdays | March 13, 2007 | September, 2007 |
| Spring 2007 | Saints & Sinners | Wednesdays | March 14, 2007 | September, 2007 |
[edit] Overseas
In Canada, CKXT "Sun TV," a station in Toronto, showed the first two telenovelas in the late afternoon. The MyNetworkTV serial lineup was broadcast in Australia as FOXTELENOVELA on the W. Channel.
[edit] Cancellation
On March 1, 2007 MyNetworkTV announced that it will no longer be developing scripted content, likely putting an end to their slate of telenovelas.[9] The last episode of serialized programming, probably the Saints & Sinners finale, is expected to air by the end of September.[1]
The network had three more telenovelas in development, Friends with Benefits, Rule of Deception, and Crossed Loves. It tentatively planned to cut their broadcast schedule to one night a week by fall before announcing that all such projects were halted.
[edit] Revamping the Schedule
In response to the poor ratings performance of the telenovela lineup, highlighted by a rating of 0.7% average households (see "Performance"), reports surfaced[10] that MyNetworkTV executives planned a major revamp of the network's programming, changing to a schedule with as little as 2 nights of telenovela programming, while the rest of the schedule would include new unscripted programming such as reality shows, game shows (such as My Games Fever), movies, and sports, and a possible revisit to a deal with the Ultimate Fighting Championship.[11] The deal was not signed with UFC, but rather with another mixed martial arts organization, the International Fight League, in conjunction with Fox Sports Net.[12] [13]
On February 1, 2007, Greg Meidel, who was named to the newly-created position of network president 10 days earlier, confirmed the rumors and unveiled a dramatically revamped lineup.[14] [15] The move was aimed at increasing viewership of the network and at satisfying local affiliates who were disappointed at the ratings performance. Beginning on March 7 (after Wicked Wicked Games and Watch Over Me finished their runs), telenovelas occupied only two nights of programming, and are now shown in two-hour movie-style blocks rather than on multiple nights. The remainder of the schedule includes theatrical movies and the new IFL Battleground (originally titled Total Impact). The new night-by-night schedule is as follows:
- Mondays --- IFL Battleground[16]
- Tuesdays --- Telenovela: American Heiress
- Wednesdays --- Telenovela: Saints & Sinners
- Thursdays --- My Thursday Night Movie
- Fridays --- My Friday Night Movie
- Saturdays --- Encore presentation of IFL Battleground
In addition, the Saturday night telenovela recaps ended immediately, in favor of movies until March. The 1986 film Something Wild aired on February 3, becoming the network's first non-telenovela presentation.
