Ten Unveils New Ad Sales Department After Parting Ways With MCN

Network Ten has announced the establishment of a new advertising sales department, headed by Rod Prosser in the role of chief sales officer.

Prosser (pictured above, left), currently Network Ten’s executive general manager of revenue and client partnerships, will report to CEO Paul Anderson (pictured above, right).

Ten’s new sales department will include a new digital unit, Ten Interactive, which 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.

This follows today’s announcement that Ten’s sales representation agreement with Multi Channel Network (MCN) will cease after a transition period. MCN will continue to receive sales bookings for Ten until the end of 2018.

Ten and MCN will work together in the coming months to implement an orderly disengagement process. In the meantime, business will continue as usual. Further updates will be provided jointly by Ten and MCN in due course.

“Today is a significant day in Network Ten’s history, as we continue to build and invest in our business,” Anderson said.

“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.”

Armando Nuñez, president and CEO of CBS Studios International, 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.

“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.”

MCN chief Mark Frain said: “MCN is extremely proud of the many achievements accomplished in partnership with Network Ten.

“Throughout our relationship we have delivered outstanding results for Network Ten as evidenced by a significantly improved revenue to audience power ratio, whilst in parallel driving a new chapter in their data and automation proposition.

“We wish Network Ten all the success for their next chapter.

“MCN remains a dynamic, market-leading company that will continue to innovate the media market, and our next chapter will see a number of new and exciting changes that will strengthen the business and ensure its ongoing success.”

Speculation surrounding the split of Ten and MCN had been growing for some time, with The Australian Financial Review publishing a story on Monday detailing an informal roadshow Ten’s parent company CBS had recently held.

The move immediately had people talking, given MCN had, up until today, handled all of Ten’s ad sales.

B&T has contacted MCN and News Corp for comment.

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