CW, My Network TV find local homes

The joint venture formed CW, which will broadcast top shows from each of the two merged networks.

The merger also created a vacuum in TV land that was quickly filled by My Network TV, the newest effort from Fox owner News Corp.

Both CW and My Network TV will be youth-oriented networks, targeting the coveted 18-to-34-year-old demographic.

Shows on CW will include “7th Heaven,” “Gilmore Girls,” “America’s Next Top Model” and “Friday Night Smackdown.”

Shows on My Network TV will include “Desire” and “Secrets,” both hour-long dramas that will air nightly Monday through Friday for 13 weeks.

Local impact

Local TV executives Terresa Taylor and Mike Scott found out about the CBS-Time Warner merger the same day the rest of the country did.

The executives simply reacted to the new opportunities born from the deal.

Taylor is acting station manager for local WB affiliate KWBM, which is owned by Little Rock, Ark.-based Equity Broadcasting Corp.

Scott is president and general manager of KY3 Inc., which operates KYTV, UPN15 and digital cable’s KY3 Weather Plus.

Their companies each applied for one of the new networks. Lucky for them, they didn’t gun for the same one and they both got what they wanted.

In April, Equity Broadcasting landed affiliation rights to My Network TV, which will debut Sept. 5 locally on analog Channel 31 and Mediacom Cable Channel 11.

In May, KY3 was awarded local rights to the CW. The station will air starting in mid-September on analog Channel 15 and Mediacom Channel 5.

Both stations should also be available through satellite providers.

KWBM & My Network

Equity Broadcasting owns more than 100 stations across the country, including affiliates for Univision, WB, Fox, ABC and UPN. It has My Network TV rights in five markets: Springfield; Burlington, Vt., Marquette, Mich.; and Little Rock, and Fort Smith, Ark.

Spokesman Neal Ardman said Equity Broadcasting didn’t seek deals for CW in any market. One reason was because CBS and Time Warner wanted financial compensation for granting affiliation rights. That’s unusual because affiliates generally receive network programming for free. Networks and affiliates earn money from advertising sales.

Ardman also said News Corp. has a strong track record with startup networks, including Fox News Channel, Fox Sports Net and FX, and he wanted to be part of that family.

KY3 & CW

Scott said KY3 wanted rights to CW because it likes CW’s upcoming blend of established shows, many of which are already ratings hits on WB and UPN. He said KY3’s advertising revenues should increase by double digits after CW hits the air.

Both new stations will continue to carry the syndicated programming that they carry now. The local version of CW, for example, will still show St. Louis Cardinals games and “The Oprah Winfrey Show.”

Neither local station will incur expense because of the change. Their satellites will simply pick up a new signal in the fall.

Taylor and Scott don’t expect a conflict with local advertisers who may get spooked by the switch. Advertisers tend to pay monthly or quarterly, so there is time for adjustments if needed. Also, neither Taylor nor Scott anticipates a defection.