TEN is to exit its advertising sales partnership with Multi Channel Network to set up a new internal sales department with Rod Prosser in the role of Chief Sales Officer.
The shift is understood to be in response to CBS wanting control of its own advertising trading.
MCN, majority-owned by News Corp, also represents Foxtel advertising and was recently headed by Anthony Fitzgerald, succeeded by Mark Frain. Around 120 of TEN’s 150-strong sales staff moved to Multi Channel Network two years ago under then-CEO Hamish McLennan and chief sales officer Louise Barrett.
TEN CEO Paul Anderson said, “Today is a significant day in Network TEN’s history, as we continue to build and invest in our business.
“Under new ownership, we are making a strategic shift in Sales to more closely align with CBS across all platforms. Our priority is to monetise our premium video content to accommodate changing viewing habits and provide measurable and transparent value for our clients. Controlling the selling function in-house is the best way to achieve that.
“CBS has solutions, experience and systems in many key sales areas, including data, addressable advertising and dynamic trading. TEN’s new Sales platform will fully leverage the expertise of CBS.
“MCN has been a valuable and important partner to Network TEN over the past three years. Together we have achieved some great results and introduced many industry-leading initiatives. I would like to thank everyone at MCN for their contribution to our business,” he said.
“As we’ve said since the announcement of the acquisition, we see many ways for CBS and TEN to work together to help grow their business,” said Armando Nuñez, President and Chief Executive Officer, CBS Studios International. “We look forward to integrating infrastructure, technology and other CBS resources to enhance TEN’s new sales operation and bring value to Australian advertisers and brands.”
The Network TEN Sales department will include a new digital unit, TEN Interactive, underpinned by CBS Interactive’s global technology platform, as well as a new commercial, strategy and integration team. It will also launch a new automated trading platform, TEN Exchange.
Rod Prosser, currently TEN’s Executive General Manager, Revenue and Client Partnerships, will report to CEO Paul Anderson.
MCN will continue to receive sales bookings for TEN until the end of 2018.