The new network’s CEO says he’s not discouraged over the first week’s ratings and is looking for programming for other dayparts.
Ratings for My Network TV’s first week left a lot to be desired, with the network’s 8 p.m. strip Desire averaging a 0.8 rating/1 share for the fledgling network’s first four days, and Fashion House, the 9 p.m. strip starring Bo Derek and Morgan Fairchild, averaging a 0.9/1 share.
Still, Fox Television Stations CEO Jack Abernethy was not discouraged. “We never had any expectations for the first week,” he told TV Newsday. “This is a brand-new network [airing shows] with 65 episodes that build to a conclusion. We didn’t know what to expect and didn’t have any expectations. We really are not going to measure this thing on a daily basis. We need to look at it over the life of the story arcs.”
Like Fox News—which Abernethy’s boss, Roger Ailes, built into a cable powerhouse—News Corp. expects to start My Network TV from scratch and turn it into a success. “We’re going to stick with this until we make it work,” Abernethy says.
Abernethy is unwavering that My Network TV is going to stay with the five-night-a-week telenovela format, while looking for other original programming for the rest of the network.
“We are looking at developing original programming for all dayparts,” Abernethy says. Some of the projects are closer to announcement than others. In success, we would like to have more offerings on both Fox and My Network.”
In December, My Network TV will premiere My Games Fever, a two-hour live game show imported from England. News Corp.-owned Twentieth Television expects to syndicate it nationally in 2007.