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myNetworkTV Off To A Slow Start In Opening Week

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Pretty much the only good news MNTV can lay claim to is that it beat UPN in households and in the key A18-49 demo, albeit not by much.

According to data released by Nielsen Media Research, MNTV programming averaged roughly 1M viewers nightly for the week of September 4th (excluding Labor Day).

For those unaware of the networks line of programming, it currently consists of 2 shows aired 5 days a week with one recap episode on Saturday night for each show (12 hours a week). The network is run by News Corp. (FOX) and is full of FOX owned stations along with many previously independent stations which did not become part of the new CW network.

“Desire” averaged a 0.8/1 HH rating (944,000 viewers) from Tuesday to Saturday in the 8PM time slot and “Fashion House” built slightly on its lead-in averaging a 0.9/1 HH rating (991,000 viewers) from Tuesday to Saturday in the 9PM time slot.

In the key demographic ratings, “Desire” averaged a 0.4 A18-49 rating and a 0.5 A25-54 rating, while Fashion House delievered a 0.5 rating in both demos.

In a related story, the CEO of Fox Television Stations Jack Abernethy continued to insist that MNTV would stick to its current format of English Telenovas as its only form of primetime programming. Two other shows are underway and will begin airing after the 13 week mark; “Watch Over Me” and “Art of Betrayal”.

UPN, obviously now in many fewer homes since many of the stations are now MNTV affiliates, averaged a 0.6/1 HH rating and a 0.3 A18-49 rating during the same time period.

On the Web:

Source: Nielsen Media Research