• by David Goetzl  @dgoetzl, October 17, 2006

As low-cost Wal-Mart looks to raise its profile as a destination for higher fashion, the retailer is linking with fledgling MyNetworkTV on a multiplatform campaign to plug its Metro 7 female apparel line. The effort includes product placement and traditional spots in an upcoming MNTV telenovela.

The limping network receives promotion for the coming "Watch Over Me" inside Wal-Mart stores and in print ads purchased by the retailer.

The Metro 7 deal appears to be a coup for News Corp.'s MNTV, given its unimpressive ratings since its early September debut. Under the arrangement, MNTV receives an endorsement from a major advertiser, while garnering much-needed promotional help: Metro 7 signs in 1,500 Wal-Mart stores; plus ads in high-end publications, such as Vogue, will include tune-in info for the "Watch Over Me" series.

The joint effort has a natural genesis. Metro 7 model and spokesperson Dayanara Torres stars in the novela, set to debut in December. Both Wal-Mart and MNTV believe that Torres, a former Miss Universe, has appeal among Hispanics--a potential target for MNTV, since its novela programming has been a huge success in Latin American countries.

The December timing is deliberate. MNTV has promised original programming year-round, so while major networks are moving into reruns and holiday specials in December, the network will launch another of its 13-week, six-night-a-week serials, with a provocative love triangle at the core.

Since competitors' programming is arguably less appealing, it could be a barometer of whether MNTV should stick with the novela format or begin dabbling in other genres, as it promised when it announced its formation last winter. Ratings for MNTV over its first three weeks were a .4 in its target 18-to-49 demo--not even half of some struggling CW shows.

In its upfront presentation in May, MNTV worked hard to convince advertisers that because it owns and produces the novelas it airs, it is eager to integrate products into the serials, and can easily do so. Wal-Mart will outfit Torres, the "Watch Over Me" lead--as well as other female characters--in Metro 7 wear. It will then reinforce the brand through spots starring Torres.

Metro 7, launched a year ago, is one aspect of an overall movement by Wal-Mart to develop some signature fashion lines, a la competitor Target. When launched, Metro 7 was said to have appeal in urban markets, offering a potential crossover with the MNTV audience. One impetus for Metro 7 was a belief that women who seek out trendy fashions also buy run-of-the-mill household items, and might like to shop for both in the same store.

"The Metro 7 customer ... will clearly be part of the "Watch Over Me" audience," said Karen Stuckey, Wal-Mart senior vice president, in a statement.

Like current MNTV novelas, "Desire" and "Fashion House," "Watch Over Me" will air over a period of 13 weeks, with one-hour episodes Monday through Friday and a recap/catch-up show on Saturdays. The novelas' continuing story line builds to a would-be blockbuster conclusion.