Network Ten CEO Paul Anderson has lifted the lid on the broadcaster’s decision to part ways with Multi Channel Network (MCN) and set up its own ad sales department.
Speaking to The Australian, Anderson admitted Ten’s split from MCN was a long time coming, with owner CBS wanting to establish an in-house ad sales department from the get-go.
“CBS has always said, ‘This is an unusual situation where you didn’t fully control your revenue’. They’ve said that from day one,” Anderson said.
“This is about us controlling our own destiny. This is not about MCN. We need to be tactical, move with our audiences and monetise them. The media landscape is changing rapidly.”
Announced yesterday, Ten’s new sales department will include a new digital unit, Ten Interactive.
This will be underpinned by CBS Interactive’s global technology platform, as well as a new commercial, strategy and integration team focused on delivering premium ideas, sponsorships and integration opportunities across the company’s suite of brands.
The free-to-air network will also launch a new automated trading platform, Ten Exchange.
Ten’s executive general manager of revenue, Rod Prosser, will lead the new department, which the network plans to hire more than 100 staff for.
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