MCN has revealed that its new automated trading system will be called “Landmark” and stated it could prove a "game-changer" for media buyers when it launches in April next year.

The $30 million trading platform was unveiled at MCN’s upfront in Sydney yesterday, with MCN national sales director Mark Frain (pictured) heralding it as “one of the biggest step-changes” in the company’s history.

The new system has already received the backing of a number of high-profile buyers, with MCN claiming it could make their job of buying pay-TV up to 20% more efficient.

Frain, who also outlined the company’s promise of bringing its multi-vision plan to Australia, believes the system is a "smarter, faster and more efficient” than anything in market presently.

Landmark will be used to automate post-analysis tracking and optimization process for buying paid-TV.

The announcement follows news that MCN had launched Multiply, its new creative and strategic unit.

Meanwhile, MCN CEO Anthony Fitzgerald, used yesterday’s event to again rubbish claims that TV is dead.

Fitzgerald said there’s been “a lot of misinformation about the state of television” recently. He agreed that viewer behaviour is changing but pointed to the fact that "Foxtel as a business is now generating more money than the three free-to-air networks combined".