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MyNetworkTV

MyNetworkTV (stylized as myNetworkTV) is an commercial broadcast television syndication service owned by and operated through its subsidiary. retained MyNetworkTV after the 2019 acquisition of by . Launched on September 5, 2006, it was initially established as a full-fledged to provide primetime programming for independent stations and former or affiliates that were excluded from the newly formed CW Network following the 2006 merger of those two entities. The service was announced by (Fox's parent company at the time) on February 22, 2006, as a rapid-response to secure affiliation agreements and fill programming voids, with an emphasis on profitability from launch. It debuted with 12 hours of original content per week, airing Monday through Saturday from 8:00 p.m. to 10:00 p.m. ET/PT, anchored by nine Fox-owned stations and reaching approximately 170 affiliates covering 97% of U.S. television households. Early programming focused on low-budget, English-language telenovelas such as Desire and , structured in 13-week cycles for quick production and replacement. This model targeted a younger demographic with serialized dramas inspired by Latin American formats, produced in-house to minimize costs. By 2009, amid declining ratings and an advertising recession, MyNetworkTV pivoted away from original scripted content, reducing its schedule to 10 hours weekly (eliminating Saturdays) and adopting a model with off-network reruns, movies, and acquired programs like WWE's SmackDown. This shift transformed it from a traditional network into a flexible programming service, allowing affiliates greater local control while providing a consistent primetime block. The change was driven by the initial telenovelas' underperformance and broader industry challenges, but it stabilized the service as a low-overhead revenue generator for . As of 2025, MyNetworkTV continues as a service distributed to approximately 180 affiliates, primarily featuring acquired procedural dramas and true-crime series in its core 8:00 p.m. to 10:00 p.m. / block, including Law & Order: Special Victims Unit, , , and . It maintains a niche role in the fragmented broadcast landscape, supporting ' portfolio by delivering cost-effective content that boosts lead-ins and retransmission consent value.

History

Origins and launch

The merger of UPN and The WB into The CW Television Network, announced on January 24, 2006, by their parent companies and , left numerous stations without a network affiliation, particularly those owned by that had carried UPN programming. This realignment prompted , a division of that operated over 30 owned-and-operated stations, to seek a solution for filling the resulting primetime voids on its affected properties. In response, announced the creation of MyNetworkTV on February 22, 2006, positioning it as a service rather than a traditional to provide flexible primetime programming to independent and orphaned stations. The service was anchored by 10 Fox-owned former UPN stations, including in and in , which collectively reached approximately 24 percent of U.S. television households at the time of the announcement. MyNetworkTV was designed to launch on September 5, 2006, airing two hours of programming each weeknight from 8:00 p.m. to 10:00 p.m. /, with a focus on a station-friendly model that avoided reverse compensation fees and allowed affiliates to retain local advertising inventory. MyNetworkTV targeted young adults aged 18-34, aiming to attract this demographic through serialized dramas and programming without directly competing with The CW's youth-oriented family dramas and teen shows. By the launch date, the service had secured affiliation agreements with 167 stations, achieving coverage of 96 percent of U.S. television households and enabling broad national reach from the outset. This rapid expansion underscored News Corporation's strategy to capitalize on the merger's disruptions by offering a low-commitment alternative for stations seeking consistent primetime content.

Original telenovela format

MyNetworkTV launched its programming with a focus on English-language s produced in a serialized format inspired by Latin American s, aiming to deliver dramatic, continuous narratives without repeats. The network's debut strategy centered on two-hour primetime blocks airing from 8:00 to 10:00 p.m. , through , featuring hour-long episodes designed to hook viewers with cliffhangers and emotional intensity targeted at enthusiasts. This approach capitalized on the burgeoning U.S. interest in telenovela-style storytelling, as networks sought to adapt the genre's popularity among audiences for broader English-speaking markets amid a multicultural media shift. The initial telenovelas, Desire and Fashion House, were original productions developed by a subsidiary of Twentieth Television, a division of 20th Century Fox, and filmed in San Diego to emulate the fast-paced, melodramatic essence of Latin American formats while creating content natively in English. Desire, executive produced by Stu Segall, followed two brothers entangled in crime and romance after fleeing to South America, while Fashion House explored rivalries in the high-stakes world of couture, starring Bo Derek and Morgan Fairchild. These 13-week runs aired sequentially five nights a week initially, with weekend recaps, emphasizing non-stop plotting through flashbacks, montages, and heightened drama to build daily viewership habits. Building on this model, MyNetworkTV expanded to original U.S.-produced telenovelas like and Saints & Sinners, both crafted by Twentieth Television to fit the genre's stylistic hallmarks of romance, betrayal, and limited-episode arcs. , debuting in December 2006, adapted elements from an Argentine series and centered on a bodyguard's forbidden love, producing 66 episodes for weekday airing. Saints & Sinners, premiering in March 2007, drew from a original and depicted feuding families in a modern Romeo-and-Juliet tale, also produced as a 65-episode run without interruptions. These shows maintained the network's commitment to affordable, high-volume serialization, prioritizing emotional arcs over expansive budgets. Early reception was mixed, with initial episodes of Desire and Fashion House averaging 1.2 to 1.3 million viewers in their first week, reflecting modest appeal but struggling against established networks in a fragmented TV landscape. Critics noted stiff performances and basic production values that failed to fully capture the genre's flair, limiting broader draw despite the niche targeting of soap fans. Overall, the 2006-2007 telenovelas averaged 1.2 to 1.5 million viewers per episode, underscoring challenges in translating the format's cultural momentum into mainstream success.

Schedule revamp and format shift

By late 2007, MyNetworkTV's original programming had consistently drawn fewer than 1 million viewers per episode, contributing to advertiser reluctance and reduced revenue as sponsors sought stronger performers amid the network's weak household ratings of around 0.7. This underperformance, stemming from the serialized drama format's limited appeal in the U.S. market, prompted executives to overhaul the schedule, with the decision to abandon telenovelas entirely announced in early 2007 under new president Greg Meidel. The revamp shifted MyNetworkTV toward a broader mix of low-cost English-language content aimed at the 18-49 demographic, including reality competitions such as Celebrity Exposé and Decision House, alongside movies and off-network sitcom reruns, launching in spring and continuing with expansions into 2008. Although some reruns aired briefly during the transition to fill slots, the network fully pivoted away from the format to prioritize non-scripted shows and films for wider accessibility. To accommodate affiliate demands for more local programming like news, MyNetworkTV reduced its national primetime commitments starting in the 2008-09 season, focusing original and acquired content on three nights a week (Mondays through Wednesdays from 8-10 p.m. /) while allowing stations greater flexibility on other evenings for or independent fare, particularly on Fox-owned outlets. The changes yielded a modest ratings improvement, with the post-revamp average climbing to about 1.1 million viewers in early seasons, though the network continued to lag behind established competitors like and in key demographics and overall share.

Evolution to syndication service

Following the 2008 schedule revamp that introduced English-language scripted series and reality programming, MyNetworkTV underwent a significant structural change in 2009, transitioning from a traditional to a strip service that provides flexible programming blocks to affiliates rather than a full national schedule, with retaining operational control. MyNetworkTV's ownership remained with after the 2019 acquisition of by , as the syndication service was among excluded from the deal, ensuring no major sales or transfers since its . By 2010, the service expanded its offerings to include weekend programming slots on some affiliates and acquired feature films for select nights, shifting emphasis toward cost-effective reruns of popular off-network series and acquired content to better suit local station needs and reduce production expenses. From 2020 to 2025, MyNetworkTV increased its reliance on syndicated off-network shows, such as reruns of , alongside staples like Law & Order: Special Victims Unit and expanded hours of , to maintain audience engagement amid trends. In September 2025, the service added a new affiliate with in switching from on September 1, enhancing its reach in key markets. As of November 2025, MyNetworkTV serves approximately 140 stations across the , prioritizing local flexibility in scheduling over national primetime dominance, with viewership stabilizing at around 800,000 to 1 million households per metrics.

Programming

Telenovelas

MyNetworkTV launched in 2006 with an innovative primetime block dedicated to English-language telenovelas, adapting the serialized drama format popularized in to attract a broad audience, particularly underserved demographics. These shows were designed as the network's content, airing in continuous 13-week cycles to mimic the addictive, cliffhanger-driven structure of traditional telenovelas while keeping production costs low compared to standard network dramas. The inaugural adaptations included Desire, which premiered on September 5, , and centered on two brothers fleeing the who become entangled in romance and crime in the Florida Everglades; it was loosely based on the Colombian Mesa para Tres. Starring Nate Haden as Louis and Zack Silva as Alex, the series featured a diverse cast including as a seductive mob boss's wife, emphasizing interracial relationships and high-stakes typical of the genre. Similarly, Fashion House, airing in the same block, followed rival fashion designers in and was adapted from the Cuban series Salir de Noche; it starred as the ruthless mogul Maria Gianni and as her competitor Sophia, with as the ambitious young designer . These productions were entirely shot in English with actors, avoiding to appeal directly to U.S. viewers, though they incorporated the melodramatic tropes of betrayal, passion, and revenge from their source material. Subsequent original English-language telenovelas built on this foundation, with (2006–2007) running for 66 episodes as an adaptation of the Argentine series Resistiré. Produced by Twentieth Television, it followed Jack (Todd Cahoon) protecting wealthy Leandra Varela (, a former ) amid corporate intrigue and forbidden romance, filmed primarily in locations like and Del Mar to capture a glamorous yet tense atmosphere. Saints & Sinners (2007), another 65-episode entry, adapted a format and explored passion, murder, and family secrets among Miami Beach hotel owners, starring Maria Conchita Alonso, , and ; production also took place in studios, with an estimated weekly budget of around $1 million to support rapid filming of five episodes per week. These shows highlighted diverse casting, including prominent and actors, and were crafted to foster daily viewing habits through escalating plot twists. The format on MyNetworkTV consisted of approximately 40- to 50-minute episodes (edited from hour-long productions for commercials), broadcast five nights a week from to at 8 p.m. ET, with Saturday recaps to reinforce storylines and endings designed to encourage habitual tuning-in. Over two seasons from to , the network aired a total of six such series, including and American Heiress, each limited to 65 episodes to allow quick turnover and low-risk experimentation with serialized storytelling. This stripped schedule, inspired by Latin American models but accelerated for U.S. primetime, aimed to produce content at a fraction of traditional costs—$200,000 to $500,000 per —enabling high-volume output without long-term commitments. While praised for introducing innovative, affordable serialized drama to English-language broadcast TV and drawing initial curiosity from Latino audiences accustomed to the format, the telenovelas faced criticism for over-the-top , wooden acting, and production values that sometimes appeared rushed due to tight budgets and schedules. Average viewership hovered around 781,000 households, underperforming expectations and leading to the phase-out of the format by late 2007 amid declining ratings. Nonetheless, their legacy endures in paving the way for U.S. adaptations of telenovela-style narratives, such as ABC's (2006–2010), which successfully blended cultural elements like family dynamics and workplace to achieve broader appeal and influence subsequent multicultural programming. The experiment also contributed to a modest uptick in Latino engagement with English broadcast TV during the era, highlighting untapped potential in crossover storytelling.

English-language series and reality shows

Following the 2008 schedule revamp, MyNetworkTV shifted toward English-language original programming, emphasizing affordable formats and limited scripted efforts to broaden appeal beyond its initial telenovela focus. This transition introduced a lineup of shows aimed at younger demographics through celebrity-driven content and interpersonal , alongside a brief foray into . Among the debut reality series was Celebrity Exposé, a celebrity news magazine hosted by Tony Potts that premiered on October 1, 2007, and ran for two seasons until June 1, 2009, delivering 24 hour-long episodes exploring behind-the-scenes stories of high-profile figures such as and . Airing Mondays at 8:00 p.m. ET/PT, the show featured in-depth profiles on topics like addictions and tabloid scandals, produced by the team behind to capitalize on public fascination with gossip. Complementing it on Monday nights at 9:00 p.m. / was Decision House, which debuted on September 12, 2007, and concluded in May 2008 after one season of hour-long episodes. Hosted by Judge of Divorce Court, the series placed couples on the verge of separation in a monitored for 72 hours of counseling and tasks to address issues like and communication breakdowns, created by and produced by Stage 29 Productions. The format emphasized therapeutic over competition, with Toler guiding decisions on whether to reconcile or part ways. In early 2008, MyNetworkTV revived the dating competition for a second season, co-produced with and airing twice weekly in hour-long installments starting February 4, 2008. Hosted by , the show gathered singles at a tropical resort to form alliances and weekly pairings, with evictions determined by group votes, fostering drama through romantic pairings and strategic gameplay for a cash prize. Produced by Mentorn USA, it targeted 18-49 viewers with interactive elements like viewer-accessible voting on outcomes via the network's platforms. On the scripted side, MyNetworkTV tested with Under One Roof, a 30-minute starring as ex-con Calvester "Cali Cal" Hill, who disrupts his wealthy brother's suburban family life. Premiering April 16, 2008, on Wednesdays at 8:00 p.m. ET/PT, the series ran for 13 episodes in its single season, created by Gelila Asres Hurwitz and focusing on cultural clashes in an urban family setting. Despite 's charismatic performance, it did not lead to further seasons or additional pilots, as the network prioritized cost-effective reality over ongoing scripted development. No major miniseries adaptations were acquired during this period, though the lineup occasionally incorporated acquired reruns like to fill slots. These programs typically aired in prime time from Monday to Wednesday, with reality episodes structured at 60 minutes to fit syndication-friendly blocks and appeal to post-telenovela audiences through celebrity cameos and relational intrigue. However, viewership remained modest, averaging 1.6 million total viewers and a 0.5 household rating in fall 2008—up 67% from the prior year but still trailing major networks and cable competitors like MTV's reality slate. Most series, including Decision House and Paradise Hotel, were canceled after one season due to these underwhelming numbers, underscoring the challenges of competing in a fragmented market dominated by cable's established unscripted hits. The emphasis on interactive voting in shows like Paradise Hotel and celebrity spotlights in Celebrity Exposé aimed to engage younger viewers, yet ultimately accelerated MyNetworkTV's pivot toward syndicated reruns by 2009.

Current syndication content

As a service, MyNetworkTV's primetime lineup in 2025 consists primarily of acquired reruns of popular dramas and true-crime programs, airing from 8:00 p.m. to 10:00 p.m. ET/PT on weekdays. The core offerings include off-network episodes of Law & Order: , which has been a staple since 2019, alongside the franchise shows such as (ongoing since 2021) and Chicago P.D. (reruns resuming in 2025 after a brief hiatus). Additionally, airs in multi-hour blocks on select nights, providing content. The service has produced no since its transition from a full network to a model, emphasizing cost-efficient acquisitions of proven content to fill affiliate . This approach allows affiliates significant flexibility, including the option to customize the national feed with local news inserts, sports overflows, or alternative syndicated fare outside the core two-hour block. Weekends typically feature extended programming from the weekday lineup or affiliate-specific content, without a standardized national movie block. MyNetworkTV maintains steady viewership in secondary markets, averaging under 1 million households nightly, bolstered by its role as a complementary service for -owned stations that also carry and affiliations. This "fourth network" positioning enables efficient use of spectrum in non-major markets, where it reaches approximately 85% of U.S. households through 171 affiliates. Digital access to select MyNetworkTV titles, including legacy telenovelas, is available via -owned platforms like , enhancing reach since 2020.

Affiliates and operations

Affiliate stations and coverage

MyNetworkTV's owned-and-operated stations are operated by Fox Television Stations in 11 major markets, including top designated market areas (DMAs) such as New York (WWOR channel 9) and Los Angeles (KCOP channel 13), where the service typically airs on digital subchannels of Fox O&Os. These stations provide core distribution in high-population regions, leveraging Fox's infrastructure for reliable primetime delivery. As of 2025, MyNetworkTV maintains affiliations with around 100 stations nationwide, reaching approximately 97% of U.S. television households through a mix of full-power primary channels and digital subchannels. Key partners include and , which operate dozens of affiliates and contribute to broad market penetration via their extensive station portfolios. The service's carriage benefits from rules, ensuring availability on digital subchannels (such as 4.2 in select markets) for over-the-air viewers, while and providers generally include it in tiers, serving the vast majority of U.S. pay-TV households (approximately 58 million as of 2023). Recent affiliation changes include the September 1, 2025, switch of (channel 43) in , , from to MyNetworkTV, operated by , enhancing local programming options in the 17th-largest . Historically, the service experienced affiliate losses in smaller markets around 2010, such as the disaffiliation of in , amid a shift to syndication-focused operations that reduced the need for exclusive full-time commitments. Coverage remains strongest in the Midwest and South, where and hold significant station ownership, allowing digital technology to expand reach without requiring additional full-power licenses. This approach has enabled flexible affiliations on secondary channels, supporting sustained household penetration despite evolving broadcast economics.

Branding and station identity

MyNetworkTV's branding upon its launch in September 2006 emphasized a modern, viewer-centric identity, with affiliates commonly adopting names like "My [channel number]" to create a sense of personal connection and local relevance. For instance, stations such as in rebranded promotionally as "My TV 12" to align with the network's focus on accessible primetime programming. This convention extended across many markets, where former or affiliates incorporated the "My" prefix alongside their channel numbers or city names to differentiate from established networks. Following the network's transition to a syndication service in 2009, affiliate branding gained greater flexibility to incorporate and identities, while retaining core MyNetworkTV elements in promos and on-air IDs. By the late , many -owned affiliates began integrating more closely with the brand, shifting to variants like "Fox [channel] Plus" to unify operations and leverage shared resources. Examples include in rebranding as "Fox 9+" in 2017, adding extended news coverage tied to its sister station, and (KPTV's MyNetworkTV affiliate) in adopting "Fox 12 Plus" in 2018. In 2023, this trend continued with KCOP in rebranding as "Fox 11 Plus," featuring an updated logo that incorporates the wordmark with an arrow motif for a cohesive corporate look across digital and broadcast platforms. In September 2024, WPWR in rebranded as "Fox 32 Chicago +," further extending this integration. Not all affiliates followed this path; independent stations often maintain "My [City] TV" formats to highlight community ties, supported by -provided promotional templates and digital assets that encourage local customization in station IDs and . These evolutions have enabled MyNetworkTV to sustain its role as a flexible platform, distinct from full broadcast networks while benefiting from 's broader ecosystem, including streaming integrations.

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