ADVERTISERS WITHHOLDING BUYS FROM MYNETWORKTV

ADVERTISERS WITHHOLDING BUYS FROM MYNETWORKTV

News Corp has been able to attract less than half the $50 million in upfront ad sales that it expected for next Tuesday's launch of MyNetworkTV, its English-language "telenovela" (limited-run soap opera) network, the Los Angeles Times reported today (Thursday), citing two unnamed company executives. One media buyer told the newspaper that she is standing on the sidelines, waiting to see whether the network is able to attract an audience. Laura Caraccioli-Davis, director of Starcom Entertainment, said, "Everyone is curious to see how this will play out. ... It defies all of the conventions that make network television work." Only two shows will air on the network, Desire and Fashion House. Each will run five nights a week for 13 weeks and will then be replaced by two new shows. "A lot is riding on these first two shows," Shari Anne Brill, of the ad-buying firm Carat told the Times. "The next three months will be crucial."

31/08/2006