My, my, my! Many, if not most, of the affiliates of the new broadcast network MyNetworkTV (it’s all one word) are embracing their new identity by adding the word “my” to their name, according to Broadcasting and Cable magazine. The network, being launched by Fox and headed by Fox News chief Roger Ailes, will offer affiliates two English-language novelas, “Secret Obsessions” and “Desire,” running five nights a week with weekend recaps starting in September. WWOR New York is now known as “My 9” and KDFI Dallas is now calling itself “My 27.” In Charlotte, N.C., future MNT affiliate WWWB is switching its call letters to WMYT and renaming itself “My TV 12.” WAAT in South Bend, Ind., changed its name to WMYS. But KRON is taking a more measured approach. The station plans to use MNT in some parts of its branding, perhaps in prime time, while holding onto its well-known KRON 4 News, too, Broadcasting and Cable reports. “We have a strong brand in KRON 4 and a new partner in My Network,” says KRON President Mark Antonitis. “We can make a happy marriage with both.” (No word yet on what happens to the 9’O Clock News since MNT wants to air its schedule from 8 to 10 p.m.) By the way, the word “My” is part of another brand owned by Fox parent News Corp. — “MySpace” the Web site popular among teenagers.

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