King Rupert may need to revise his MynetworkTV

King Rupert's latest venture, MynetworkTV us off to a not so sweet start but the Rupe and company are applying patience to see what can happen down the line. But MyNetworkTV faces an uphill battle. Clearly, News Corp. is targeting the lucrative 18-34-year-old demographic that Madison Avenue does cartwheels trying to reach. Just look at the branding behind the name of the network. It's an obvious reference to MySpace, the popular social networking site that's also owned by News Corp. However, based on the ratings, it seems like the MySpace crowd is not flocking to MyNetworkTV. Sex doesn't sell [CNNmoney]