MyNetworkTV is ReInventing Itself

NewsCorp is drastically changing the direction of MyNetworkTV, their broadcast network that has seen great success recently. Starting in the fall, the network is offering less original programming and more syndicated shows, as well as giving its affiliates free reign on their scheduling of Sunday night programming. Network President Greg Meidel said, "This innovative new model allows us to build a strong primetime block with established well-known programming while reducing our overhead costs... We think the other networks will follow us."

In the last year, MyNetworkTV showed the most powerful growth in viewers of any broadcast TV network, seeings its audience in the coveted 18-49 age bracket jump from 1.1 million viewers to 1.7 million. Despite the massive growth, the network is still struggling in the ratings race and with NewsCorp posting a multi-billion dollar lost last year, the network is cutting back its expenses. The amount of original programming time will drop from 12 hours to 10 per week and will include syndication of "Law and Order: Criminal Intent," although the full fall schedule has not been announced yet.

The network has been on air for three years. When UPN and the WB merged to become the CW network, MyNetworkTV entered the picture to fill avoid left for some affiliates. The network started by airing soap operas and when that flopped, began offering more original programming and lots of reality shows. The network's biggest success has been the acquisition of "WWE Smackdown" in it's Friday night slot. The wrestling show has pulled in massive rating from young males and is currently the top rated program among males under 50 in the Friday night prime time slot.