greenlit the format as a contingency plan for Fox-owned UPN stations. Then MyNetworkTV was introduced to advertisers on February 22, 2006, as a reaction to the demise of UPN and The WB. The telenovelas became the new network's weeknight lineup, along with clip shows on Saturdays. MyNetworkTV targeted the telenovelas at the "Adults 18-49" demographic, which is a general audience. While the novelas had a few takers for a planned summer syndication run, Twentieth made those stations surrender the shows, thanks to a contract clause that let Fox take away the show if it is carried by a network. As MyNetworkTV's debut grew closer, Fox dropped the idea of using two umbrella titles for its telenovelas. Desire became the title of the first series aired. The two umbrella titles reappeared in 2007, showing up during opening credits and on the network's Web site. Budgets Jack Abernethy, chief executive of Fox Television Stations, said before launch that MyNetworkTV's six-day-per-week format was the wave of the future because a traditional schedule costs too much. Each episode was said to cost about one-tenth the budget of traditional prime-time shows, and even less than the typical daytime soap. Another estimate said the serials cost $200,000 to $500,000, compared to the $2 million to $3 million cost of a mainstream primetime drama. Unfortunately, ad revenue was not sufficient for the format to succeed. At the 2006 upfront season, MyNetworkTV secured less than $50 million in ad deals, compared to $640 million for the new CW network. National advertising spots sold for between $20,000 and $35,000 for a 30-second spot as of September 2006. Writers’ dispute At first, MyNetworkTV called its soap writers "translators" since the projects were adaptations of existing Spanish telenovelas. These people were also non-union, which soon led to a labor dispute. The eventual settlement with the Writers Guild of America led to higher-than-expected programming costs. MyNetworkTV’s union deals doubled its programming costs to more than $1 million per week for each series. This significantly affected the telenovelas' bottom line. Before the dispute, News Corp. President-COO Peter Chernin said the format could "be profitable from day one." Filming The shows were shot at Stu Segall Studios in San Diego. The facility, built by a former porn producer, specializes in low-budget productions. Since Segall rented part of the lot to the U.S. government, the telenovelas were shot near a mock Iraqi village used to