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Advertising Age, September, 2006 by Atkinson, Claire
Byline: claire atkinson
News Corp. may have the most expensive show on broadcast TV, thanks to Fox's "American Idol,'' but its new entry, , is selling at rock-bottom prices. The joint venture of Fox Station Group and Twentieth Television is airing two English-language telenovela programs, "Desire'' and "Fashion House,''from 8 p.m. to 10 p.m. Each serial presents a 13-week story arc with a new story starting every three months. Thirty-second spots for "Desire: Table for Two'' and "Fashion House'' are selling in the range of $20,000 to $30,000.
The racy soaps have so far drawn audiences in sizes more akin to a cable network. "Desire'' on its first night earned a 1.1 household rating, while "Fashion House'' was only slightly better, with a 1.3 household...
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