Boston's WNDS-TV to Relaunch as "My TV" (WZMY-TV)

--Rebranding Reflects New Focus on Viewer Participation

On September 26th, Boston TV station WNDS-TV will be relaunched as "My TV" (WZMY-TV). The station says that the rebranding is intended to reflect its plan to give viewers a say in its programming schedule, via its Web site, toll-free phone lines and community events. Viewers will also have the opportunity to appear in the station's programs and station ID's. "My TV will build a relationship with our viewers by involving them in the station and by delivering entertainment and news that relates to their values and reflects their lifestyles," Diane Sutter, president and CEO of the station's parent company, ShootingStar, said in a prepared statement. "Consumers want control of their media, and we are uniquely positioned to give the consumer what he or she wants."

In related news: My TV has hired Rita Barry Corke as executive producer. She will focus on the development of original programming, and on the production of "My TV Prime," an interactive primetime talk show, hosted by Arnie Arnesen, that will launch on September 26th. "I am delighted to be working with our host, Arnie Arnesen, and the incredibly creative team at the new My TV," Barry Corke said in a prepared statement. "Our first talk show venture, My TV Prime, will be an unprecedented, exciting example of true collaboration with our viewing community. Each night, you can expect the unexpected, as we explore the stories New Englanders want to talk about, and feature the guests we all will want to meet."

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