• CNNMoney, Thursday, September 21, 2006 12:15 PM

There are some things, like soccer and the metric system, that Americans just don't get--even though the rest of the world does. Telenovelas--prime-time TV soap operas that run episodes every night--are the latest example. Given that they were huge hits worldwide, News Corp. decided to launch MyNetworkTV and air English-language telenovelas with catfights and lots of sex. The shows were rolled out earlier this month, with 96 percent station coverage. So far, "MyNetworkTV is Nobody's Network," as ratings have been extremely low. But despite the poor start, News Corp. is sticking with telenovelas, according to Bob Cook, president of the subsidiary in charge. He says ratings were within the network's expectations, and there are no plans to abandon the format. He adds that there will be more marketing for MyNetworkTV in the coming months. And at least one media buyer counsels patience and says there is no need to pull the plug yet. "Everyone going in knew this was a new approach and it was going to take some time to build an audience. In prime time, this is a unique concept," says Bill Carroll, vice president and director of programming with Katz Television Group.

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