My hunch back in January was wrong. KWBA in Tucson is getting the CW network.
It makes sense. KWBA has nabbed higher ratings than KTTU and holds a higher profile. But KTTU will hook up with Fox's new creation: MyNetwork TV.
Let's go deep here. The whole point of merging UPN and WB was to create one strong network out of two weaker ones. Looking at the season-to-date Nielsen averages, WB and UPN are each drawing less than half of Fox's audience (6.0 for Fox, 2.1 each for WB and UPN). Provided CW takes the best of the best, they could stand to close the gap to perhaps 50-75 percent of Fox's number -- say a 4 rating. But that sounds awfully optimistic.
MyNetwork TV is going to get a strong push from Fox, which owns several MyNetwork affiliates. The main offering is English versions of telenovelas, those steamy Mexican soaps. But Why not just call it "Fox 2," as Inside Tucson Business' David Hatfield alluded to? You capitalize on the strong Fox brand. Maybe you also offer a second run of Fox shows a day or two after they run on Fox. Forget to Tivo American Idol? Catch an encore the next night on MyNetwork! As CBS is showing us on Saturday nights, you can make money off repeats of popular shows like CSI.
I also won't be surprised to see a repeat of the present situation: two low-rated nets still in Fox's long shadow. Names may change, affiliates may shift, but you end up with the same problems.
But with my last hunch disproven, what do I know?
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