• by David Goetzl , April 11, 2007

MyNetworkTV's month-old revamped schedule is paying some dividends. Since the new regular lineup launched March 12, the News Corp.-owned network has seen a 22% jump in its target adult 18-to-49 demo.

From its Sept. 5 launch until mid-March, the network exclusively ran telenovelas for two hours a night, six nights a week and posted anemic ratings. Then March 12, it ushered in a new schedule with telenovelas on only two nights; two nights of movies; and an Ultimate Fighting Championship-inspired International Fight League offering.

While still low, the network has increased its average nightly delivery from 375,000 18- to-49-year-olds through March 11 up to 458,000 since--a 22% jump. (The increased figures do include some stunts, including an April 5 Elton John birthday concert.)

To note: The mixed martial arts International Fight League's "IFL Battleground"--which airs on Mondays and repeats on Saturdays, and is an outgrowth of the booming UFC--appears to be shifting the network's gender skew. Prior to the IFL's launch, MNTV averaged 220,000 female 18- to-49-year-olds a night compared to 155,000 males. Now it delivers an average of 239,000 males versus 219,000 females, as male delivery has increased 54%.

Telenovelas now air in two-hour blocks on Tuesdays and Wednesdays, and movies air on Thursdays and Fridays.

News Corp. originally formed the network to provide prime-time fare for its 10 stations that carried the now-defunct UPN. The six-night-a-week network is now available in 95% of the country.

The improved ratings give MNTV at least some momentum and a story to spin in the upfront. An intriguing question: Will telenovelas be gone for good come September?