More media agencies look at MyNetwork TV
We asked a couple more agencies what they thought of the new MyNetwork TV, launched yesterday from News Corp/Fox TV Station Group (2/23/06 TVBR #38).
Jon Mandel, Chairman/MediaCom US and Chief Global Buying Officer MediaCom Worldwide was unmoved: "I don't know why you're calling me about a network-this is not a network. This is a syndicator with a group deal. All it is, is a syndicator selling a program to the vertically-integrated station group that's trying to get other people to go in. Big deal. Every syndicator wants to be a network. It's pretty funny-just because you call yourself a network doesn't make yourself a network."
Should this have any impact on the upfront?
"No. I mean the syndication upfront isn't going to move until after the network upfront-so we'll know then. That will probably be August."
So they're not even going to pitch this as a network?
"Let's put it this way-there's no one who's a professional in this business that's going to consider them as a network in the upfront."
Do you think this had to be done though?
"No. It all had to do with their pride, that they wanted to be desperately a network. And pride doesn't make you money, smart business does. This is just a syndication deal."
Said Brian Wieser, VP/Director of Industry Analysis, MAGNA Global USA: "You knew that the Fox TV Station Group would do something and they're putting forward some differentiated programming to try to capture some of the money that would have otherwise gone to either UPN or WB."
[Editor's note: Be sure to catch Brian's analysis of mobile video as an ad medium in April's RBR/TVBR Solutions Magazine.]
Good Morning - Gain a personal edge on today's business day. Are you reading this from a forwarded email?
