• by Wayne Friedman , April 25, 2007

MyNetworkTV won't offer up a big splashy upfront presentation in May.

Instead, the wannabe network, which has had a rocky start, is taking a more personal route. It will have its chief advertising sales executive, Bob Cesa, who is also executive vice president of ad sales for Twentieth TV, set up private agency-by-agency meetings in New York, Chicago and Los Angeles.

MNT is also staging a comeback--of sorts. The net is planning a return move of its telenovelas to Tuesday nights in September. Since arriving in January, MNT President Greg Meidel has drastically changed the lineup to include male-target sports, like ultimate fighting, theatrical movies and reality shows, which have lifted the network's dismal ratings somewhat over its initial debut of an all-telenovela prime-time lineup.