Upfront Report: MyNetworkTV’s Integration Play

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The newest and the worst-named TV network, MyNetworkTV, formed after the merger of WB and UPN to fill a void (and owned by News Corp), had its upfront presentation today, and as AdAge describes it, was a hype-filled affair.
MNT, which has 82% distribution as of today, hopes to bank on English-language telenovelas–“short dramatic series” to push the network. Each serial will have a 13-week story arc with a new story starting every three months.
The online side involves News Corp-owned MySpace.com. The site will showcase the show characters doing everything from explaining the latest storylines to offering fashion tips and cooking hints. Another Web component, “Casting Call,” lets viewers send in audition videos and have online users vote for the best ones. Local station sites will be linked to MySpace.com.
B&C: On the site, the network plans to feature 3,000 original video clips related to its dramas, as well as related content such as fashion tips from a fashion-themed drama and recipes from a novela star who is a chef. Also on its site, MNT execs say there will be ample opportunities for sponsorships and advertisements. Users will be able to send clips by e-mail and to mobile phones, and participate in blogs and online viewing parties.

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