MyNet debuts, upfront and personal
MyNet breakout
May 17, 2006
NEW YORK -- MyNetworkTV met Madison Avenue for the first time Tuesday, wrapping its concept of sexy, action-packed telenovelas into an advertiser-friendly, multiplatform package that it said would offer a new type of TV sensation. MyNet also said it will use News Corp. sibling MySpace to drive viewership.
The network released a few details about two new 13-week telenovelas under the "Desire" and "Secret Obsessions" brands. "Friends & Enemies" centers on a woman who pretends to be a psychologist then falls in love with one of her patients, while trying to put a sister through school. "To Love and Die," based on "The Heiress," pairs a pilot and an heiress who fall in love after a plane crash.
Casting details weren't available. Both are scheduled to run in third-quarter 2007.
MySpace will take on a role in the promotion and continued buzz surrounding MyNetworkTV: The social networking site and its sensibility will infuse MyNetworkTV's strategy on broadband and mobile. This season there will be 3,000 pieces of original video segments for broadband and mobile, including episode recaps, extra video and tips on cooking (from the cast of "Three's a Crowd") and fashion (from the cast of "Fashion House").
MyNet fans will be able to send the content to others' e-mail or mobile phones. Another feature, "Casting Call," will allow would-be actors and actress post their video auditions to the Web, and Internet users will be able to vote on who would get a part.
Sales chief Bob Cesa said that because MyNet will produce and distribute its own content, it can provide deep branded integration, product placement and visual imaging for the shows. It displayed clips from Lexus, Apple and others showing the branded integration examples.
It also promised that by the time the network goes online Sept. 5, it will be cleared in 90% of the U.S. with a two-hour primetime strip Monday-Saturday. The 13-week arcs of each one-hour show -- "Desire" and "Secret Obsessions" -- were discussed, and advertisers got their first big-screen looks at the first three sets of series that will take MyNet to the second quarter of 2007.
Opening the upfront presentation with a slap at CBS chief Leslie Moonves and NBC's Kevin Reilly, MyNet said it was leading a new way in the network TV business that has been doing the same thing for years.
"If you want to be successful, you have to find a way to be new and different," MyNet chairman Roger Ailes said.
The network closed the roughly hourlong upfront presentation with a three-song set by Sheryl Crow. She told the audience at the Hilton Theatre that it was her first performance since being treated for breast cancer and stopped one song, "Soak Up the Sun," a few seconds in to start again.
"This is the first time I've been back, the first time I've played in ages," she told the audience. "I'm just happy to be here." She also performed "All I Wanna Do" and "A Change Would Do You Good" and inserted "I want MyNetworkTV" into that song.
The network released a few details about two new 13-week telenovelas under the "Desire" and "Secret Obsessions" brands. "Friends & Enemies" centers on a woman who pretends to be a psychologist then falls in love with one of her patients, while trying to put a sister through school. "To Love and Die," based on "The Heiress," pairs a pilot and an heiress who fall in love after a plane crash.
Casting details weren't available. Both are scheduled to run in third-quarter 2007.
MySpace will take on a role in the promotion and continued buzz surrounding MyNetworkTV: The social networking site and its sensibility will infuse MyNetworkTV's strategy on broadband and mobile. This season there will be 3,000 pieces of original video segments for broadband and mobile, including episode recaps, extra video and tips on cooking (from the cast of "Three's a Crowd") and fashion (from the cast of "Fashion House").
MyNet fans will be able to send the content to others' e-mail or mobile phones. Another feature, "Casting Call," will allow would-be actors and actress post their video auditions to the Web, and Internet users will be able to vote on who would get a part.
Sales chief Bob Cesa said that because MyNet will produce and distribute its own content, it can provide deep branded integration, product placement and visual imaging for the shows. It displayed clips from Lexus, Apple and others showing the branded integration examples.
It also promised that by the time the network goes online Sept. 5, it will be cleared in 90% of the U.S. with a two-hour primetime strip Monday-Saturday. The 13-week arcs of each one-hour show -- "Desire" and "Secret Obsessions" -- were discussed, and advertisers got their first big-screen looks at the first three sets of series that will take MyNet to the second quarter of 2007.
Opening the upfront presentation with a slap at CBS chief Leslie Moonves and NBC's Kevin Reilly, MyNet said it was leading a new way in the network TV business that has been doing the same thing for years.
"If you want to be successful, you have to find a way to be new and different," MyNet chairman Roger Ailes said.
The network closed the roughly hourlong upfront presentation with a three-song set by Sheryl Crow. She told the audience at the Hilton Theatre that it was her first performance since being treated for breast cancer and stopped one song, "Soak Up the Sun," a few seconds in to start again.
"This is the first time I've been back, the first time I've played in ages," she told the audience. "I'm just happy to be here." She also performed "All I Wanna Do" and "A Change Would Do You Good" and inserted "I want MyNetworkTV" into that song.
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