New Organizational Strategy to Realign Multiplatform Brands into
Demo-Specific 'Clusters' Designed to Enhance Client Focus, Foster Further
Development of Innovative Marketing Solutions
Structure Also to Include MTVN Digital Advertising Sales, New Specialized
Units MTVN Brand Solutions and MTVN Generator
NEW YORK, Feb. 28 /PRNewswire/ -- MTV Networks (MTVN), a unit of Viacom
(NYSE: VIA, VIA.B), today announced a new organizational strategy for its
Advertising Sales division, designed to enhance the company's client focus
and foster further development of innovative marketing solutions. Under the
new structure, MTVN will realign its channels into three demo-specific,
strategic selling "clusters," to leverage the individual strength of its
portfolio of multiplatform brands, while taking full advantage of the
efficiencies achieved when working within specific demographics and
audience behaviors. The clusters are joined by specialized units within the
Ad Sales division, including Digital Advertising Sales, and the new MTVN
Brand Solutions and MTVN Generator units, which focus on client
partnerships spanning MTVN's brands, and new business opportunities,
respectively.
"This new strategy reflects a holistic approach to the market, with
sales, research and marketing aligned to develop solutions that put our
clients in touch with our audiences in a deep and meaningful way," said
Judy McGrath, Chairman and CEO, MTV Networks. "We know our highly targeted
audiences better than anyone, and this new structure will enable us to
bring our marketing partners closer to the fans of our portfolio of
multiplatform brands."
"With this new structure, our clients can expect next-generation
marketing solutions and a more streamlined sales experience overall," said
Hank Close, President, U.S. Advertising Sales, MTVN. "Our greatest
priorities right now are client service and innovation, and this new
structure advances both."
The three clusters group MTVN's channels according to the demos and
audience behaviors they serve. Under this strategic selling structure, the
Ad Sales division will be better positioned to create organizational
efficiencies, allowing clients to develop partnerships across MTVN's brands
through minimized, focused touchpoints. The clusters include: Kids and
Family, which groups the ad sales organizations of the Nickelodeon brands
and Nick at Nite under the leadership of Jim Perry, Executive Vice
President; the MTV, The N, Logo and VH1 cluster, which groups those brands
under the leadership of Sean Moran, Executive Vice President; and
Entertainment, which groups Comedy Central, Spike TV, CMT and TV Land under
the leadership of Jeff Lucas, Executive Vice President. Leadership of the
clusters will report to Close, as well as to the presidents of the
respective MTVN groups -- MTVN Kids & Family, MTVN Music and Logo Group,
and MTVN Entertainment Group -- they serve.
Additionally, several senior vice presidents throughout the Ad Sales
organization will be adopting new responsibilities under the new structure.
Dan Lovinger will serve as Senior Vice President, Ad Sales, MTV 360; Jim
Tricarico will serve as Senior Vice President, Ad Sales in the Kids and
Family cluster; Neil Holt will serve as Senior Vice President, Ad Sales,
CMT; David Lawenda will serve as Senior Vice President, Ad Sales, VH1, The
N and Logo; and Tom Watson will serve as head of sales for Logo.
In addition to the clusters, the Ad Sales division will operate three
specialized strategic units, developed to help the company capitalize on
the opportunities presented in the rapidly changing multiplatform ad sales
landscape. Digital Ad Sales, helmed by Nada Stirratt, Executive Vice
President, is focused on creating marketing solutions across MTVN's 44
websites, 10 broadband services, and additional domestic digital
properties. The newly created MTVN Brand Solutions unit, led by Lisa
McCarthy, Executive Vice President, will focus on creating cross-brand,
cross-platform marketing solutions for large clients who are heavily
invested in multiple MTVN brands. Finally, the newly created MTVN Generator
unit, led by Peter Griffin, Executive Vice President, will be squarely
focused on new business opportunities, developing new marketing partners
across the company's multiplatform portfolio.
Additionally, MTVN and BET Networks, both units of Viacom, today
announced a new structure and business strategy for their Affiliate Sales
and Marketing group, under the leadership of that department's newly
appointed Executive Vice President, Denise Dahldorf. The group will be
re-branded Content Distribution and Marketing, MTVN and BETN, and will
implement an account-focused structure to model and best serve the evolving
needs and direction of the company's distribution partners.
About MTV Networks and Viacom
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of programming and content across all media
platforms. MTV Networks, with 135 channels worldwide, owns and operates the
following television programming services -- MTV: MUSIC TELEVISION, MTV2,
VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV,
CMT, NOGGIN/THE N, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL
SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these
networks trademarks of MTV Networks. MTV Networks connects with its
audiences through its robust consumer products businesses and its more than
200 interactive properties worldwide, including online, broadband, wireless
and interactive television services and also has licensing agreements,
joint ventures, and syndication deals whereby all of its programming
services can be seen worldwide.
Viacom is a leading global entertainment content company, with
prominent and respected brands in focused demographics. Engaging its
audiences through television, motion pictures and digital platforms, Viacom
reaches its audiences wherever they consume content. Viacom's leading
brands include the multiplatform properties of MTV Networks, including MTV,
VH1, Nickelodeon, Nick at Nite, COMEDY CENTRAL, CMT: Country Music
Television, Spike TV, TV Land, Logo and more than 135 networks around the
world, as well as digital assets such as Neopets, Xfire and Atom
Entertainment; BET Networks; Paramount Pictures; Paramount Home
Entertainment; DreamWorks; and Famous Music. More information about Viacom
and its businesses is available at http://www.viacom.com.
SOURCE MTV Networks
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Related links:
http://www.mtv.com
http://www.viacom.com
CONTACT:
Lauren Hurvitz, +1-212-846-8036,
lauren.hurvitz@mtvstaff.com, or David Bittler, +1-212-846-5263,
david.bittler@mtvstaff.com
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