MyNetworkTV airing first two "Damages" episodes

from variety

FX awards 'Damages' to MyNetwork
News Corp. sibling to give series extra push
By MICHAEL SCHNEIDER

FX is turning to broadcast sibling MyNetworkTV to give its new Glenn
Close drama "Damages" a little push.

The first two segs of "Damages" will air Wednesday night on
MyNetworkTV, repping the first time the broadcast netlet ? originally
conceived as a telenovela-only channel ? has aired programming from a
News Corp. sibling.

"What we're looking to do with 'Damages' is have it seen by as many
people as possible," said FX topper John Landgraf. "The awareness of
the show among people who watch FX is very high. But FX is only
watched by 40% of adults 18-49. We're looking for places to get it
sampled by viewers other than the network."

The "Damages" episodes will be edited to reflect a TV-14 rating, which
means some of the language will be trimmed, as well as some sexual
content, from the original FX airing.

FX has already run the TV-14 version of "Damages" during daytime and
fringe time slots, and will also utilize the TV-14 versions when
running "Damages" marathons later in the year.

"It's not hard to cut TV-14 versions," said Landgraf, who noted that
the storylines themselves don't need to be altered.

"Damages" reps the second FX show to be showcased on a broadcast web;
Fox aired a handful of "It's Always Sunny in Philadelphia" episodes
last year.

Insiders said FX originally talked to Fox about running "Damages," but
that the net had some concerns about its run time. (The pilot clocks
in at around 55 minutes, much longer than the standard 44 minutes
produced by broadcast network dramas.)

Because MyNet was able to air two episodes back-to-back, the channel
was able to remove some promo time and spread its advertising load
throughout the night. MyNet is paying a nominal license fee to run the
two "Damages" segs.

"Damages" premiered to decent viewership but so-so demo numbers in its
initial bow; but to help spur sampling for the show, which earned
mostly raves from crix, FX ran the "Damages" pilot eight times in
addition to the premiere.

Landgraf said it was incomplete to just focus on the "Damages"
premiere numbers, calling it a "relatively small component" of the
show's overall audience.

Sony Pictures TV is behind "Damages," which comes from creators/exec
producers Daniel Zelman, Glenn Kessler and Todd A. Kessler. Close
stars as tough attorney Patty Hewes; Rose Byrne, Tate Donovan, Ted
Danson, Zeljko Ivanek and Noah Bean also star.

As for MyNetworkTV, channel is also partnering with sib Fox Reality
for the upcoming "Paradise Hotel" revival.
.