MyNetworkTV launched in 2006 with a bold strategy: fill its primetime schedule with English-language telenovelas. Shows like Fashion House and Desire aimed to capitalize on the success of Spanish-language telenovelas on networks like Telemundo and Univision. However, this experiment ultimately proved unsuccessful. One commenter on a forum recalled Wicked Wicked Games airing after Fashion House, questioning MyNetworkTV’s decision to rely entirely on serialized dramas at a time when daytime soap opera ratings were declining. Historically, English-language telenovelas like Secrets and Miami Sands failed to gain traction even when daytime soap operas were more popular.
This strategy, while seemingly risky, had some logic behind it. Telemundo and Univision were demonstrating significant audience growth, even surpassing networks like The CW in ratings. Their success suggested a potential market for telenovelas. However, MyNetworkTV’s execution was flawed. Instead of committing entirely to serialized dramas, they could have tested the waters with a smaller block of programming, perhaps pairing Fashion House and Desire as half-hour shows. This would have minimized potential losses if the venture failed.
Furthermore, a more successful approach might have involved shorter episode counts for some series, avoiding the constant need to launch new programming blocks. Focusing on fast-paced, addictive storylines with experienced telenovela consultants could have also enhanced the appeal of these shows.
In today’s fragmented television landscape, where overall ratings are declining, a well-executed telenovela strategy might find an audience. However, the traditional resistance to half-hour dramas in primetime remains a significant obstacle. The failure of MyNetworkTV’s 2006 experiment serves as a cautionary tale, highlighting the importance of careful planning and execution when adapting a proven format for a new market. The network’s attempt to capture the telenovela magic ultimately underscores the challenges of translating success across cultural and linguistic boundaries.
