MyNetwork TV pins hopes on rapper, grapplers

By Kimberly Nordyke

LOS ANGELES (Hollywood Reporter) - Could Flavor Flav and the Undertaker provide the ratings boost that MyNetworkTV needs?

News Corp.'s 2-year-old network has been seeing some viewer growth since executives decided to dump the low-rated novela strips from the schedule last year. But MyNet has yet to find a breakout hit that could really put it on the map.

The network has a lot riding on its additions to the schedule. "Under One Roof," which marks the network's first scripted comedy, stars pioneering rapper Flavor Flav, who drew big numbers on VH1 with his "Flavor of Love" reality franchise. "Roof," which has been supported by a big-scale marketing campaign, debuts at 8 p.m. Wednesday, followed by the best of "In Living Color," hosted by cast member David Alan Grier.

The second addition is consistent ratings performer "WWE SmackDown!" -- featuring the Undertaker and other World Wrestling Entertainment stars -- which will enter the ring in the fall after departing the CW at season's end.

"We've been consistent in rolling out new shows almost every couple of months, and that has worked well," said MyNet president Greg Meidel, who joined the network in January 2007 and unveiled its first revamped lineup just two weeks later.

"Now we have a bigger-than-life persona in Flav, and 'SmackDown' is a proven commodity. This is the next step in the evolution of MyNetworkTV."

To be fair, MyNet has been generating some buzz with such shows as the "Paradise Hotel" revival; "Jail," its top-rated series, from "Cops" creator-producer John Langley; and a range of magic-themed programming. The network's February sweep numbers were up 66% in total viewers from a year ago (1.2 million vs. 719,000).

That's still a long way away from its fellow broadcast networks. But industry observers are applauding the moves MyNet is making.