MUMBAI: Fox will launch My Network TV, a new primetime program network scheduled to debut in September this year. Fox Television Stations, Inc., and Twentieth Television will operate the new venture.

The announcement was made by News Corporation president and COO Peter Chernin, Fox Television Stations chairman Roger Ailes and Fox Television Stations CEO Jack Abernethy.

Upon its launch on 5 September, My Network TV will feature primetime programming from 8 to 10 pm Monday through Saturday, totalling 12 hours of original content per week.
A statement issued by the company says that

Providing broadcasters a viable and station-friendly option for primetime, involving no reverse compensation, My Network TV will position stations with operational flexibility through an appealing affiliation term and attractive inventory split, further building asset value.

Chernin said, "No other media company comes close to Fox when it comes to launching new networks and gauging audience appetites. Over the past 20 years, we've proved it time and again with FBC, FX, Fox News Channel and National Geographic Channel among many others. And with My Network TV, we think we've come up with a unique format that will resonate with today's consumer and a model that can be profitable from day one."

Fox Television Stations' WWOR/New York, KCOP/Los Angeles, WPWR/Chicago, KDFI/Dallas, WDCA/Washington, D.C., KTXH/Houston, WFTC/Minneapolis, KUTP/Phoenix, WRBW/ Orlando and WUTB/Baltimore will serve as anchor affiliates of My Network TV, representing 24 per cent of the US.

Supported with powerful branding and marketing initiatives that tie-in locally, the service will maintain and strengthen affiliates' community brand recognition with a complete look and feel of a national network that empowers localism.

Ailes added, "Backed by the strongest media company in the world, My Network TV is a viable alternative brought to you by proven winners who know quality programming. Independent stations are in need of a solid option for primetime and we believe no other company is providing this service to the market."

Abernethy said, "We're thrilled to be launching My Network TV this fall. We consider this to be a station-friendly alternative that will deliver more local inventory to its affiliates, uphold each station's localism and feature quality programming supported by strong branding and marketing. We are looking forward to signing additional affiliates in the coming weeks."

Twentieth Television's new hour-long scripted dramas "Desire" and "Secrets" will inaugurate My Network TV. Structured in a 65-episode story arc stripped Monday through Friday for 13 weeks, "Desire" and "Secrets" are based on the worldwide success of the telenovela format. "Desire" chronicles the destruction of a family and the bonds of brotherhood take center stage when two brothers on the run from the mafia find themselves in a heated battle of passion, betrayal, deceit and murder over the woman they both love.

"Secrets" goes deep behind-the-scenes to focus on the glamorous, yet sometimes brutally ruthless fashion industry, in which greed, lust and blind ambition surround a violent corporate takeover of the business' hottest company. Principal photography on the dramas will commence early March.

Twentieth Television is aggressively developing additional programs and proven formats spanning reality, drama, comedy, game, news, movies and talk for My Network TV as the network develops, while also exploring opportunities with its sister companies. The company is opening its doors to all other major Hollywood studios to negotiate future programming concepts. Programs currently in development include:

"Catwalk" (Twentieth Television) -- The ultimate search for the next "It" supermodel begins by crossing the country to discover 30 of the hottest, hippest and freshest faces who will compete for the once in a lifetime opportunity to be catapulted into stardom.
"Celebrity Love Island" [Granada ("Nanny 911")] -- Six gorgeous celebrity and six non-celebrity singletons are thrown together in a fantasy island setting, where a star-studded search for love takes place.
"On Scene" (Fox News) -- This crime investigative series will cover all angles, examine all of the evidence and trace every single clue of the most compelling crimes committed today.
"America's Brainiest" (working title) [Celador ("Who Wants to Be A Millionaire")] -- This quiz show, based on the hit British program, will find the country's smartest individuals and reveal them in an exciting format.
In addition, Twentieth Television is in advanced negotiations with FremantleMedia North America ("American Idol") on an international format.