Latest Iteration of MyNetworkTV Primed for Growth

By Andrew Gauthier 

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Broadcasting & Cable

Apparently the third time’s a charm for MyNetworkTV. The network unveiled its latest iteration, as a syndication-based programming service, in the fall, and the new primetime model is attracting a decent audience.

“We are up 28% in viewers compared to a year ago,” says MyNetworkTV Executive VP Paul Franklin. “These programs are more recognizable, more brandable and more promotable.”

The News Corp.-owned network’s audiences remain small; season-to-date, it’s averaging 2.3 million total viewers, but that’s up substantially over last year’s 1.8 million. MyTV executives are renewing affiliate contracts with stations, which seem happy with the new model. “We are pleased with MyNetworkTV’s new program lineup-the schedule and the performance,” says WAWS Jacksonville General Manager Jeff Whitson, who airs MyTV on the Newport station’s digital tier. More…