Convinced that its move to add more entertainment programming to its lineup has been successful, MSG Network plans to increase the length and frequency of its nightly news show, “MSG NY.”
Starting today, the New York area regional sports network will produce the program seven days a week. And starting March 3, it will expand the show from 30 to 60 minutes.
One of the reasons for the switch was to add ad inventory, said Lydia Murphy-Stephans, the network’s executive vice president of programming and production. “MSG NY” will make 12 minutes of commercials available per hour beginning March 3.
“MSG NY” will go from 30 minutes to 60
and from five nights weekly to seven.
ChevyOffers.com renewed to be the show’s presenting sponsor, signing on for an additional year. MSG puts up exclusive content on ChevyOffers.com, including interviews or musical performances not seen on air.
“We needed more commercial units,” Murphy-Stephans said. “We were sold out in 30 minutes and needed to increase to 60.”
MSG launched the show Oct. 16, 2006, believing it would benefit from associating with the famed arena. The ratings have shown it to be a success, so far. In 2005-06, the network’s news show, then named “Sportsdesk,” pulled in a 0.19 rating (14,010 viewers). In its first 16 months, “MSG NY” has posted a 0.27 rating (19,960 viewers).
“The entertainment element is working well,” Murphy-Stephans said. “We created the show to extend MSG’s brand.”
The show devoted 70 percent of its content to sports, and 30 percent to entertainment, a split that will continue for the time being.
“But it’s going to evolve,” Murphy-Stephans said. “A more natural evolution may be 50-50.”
