Yet Another MTVN Re-Org With An Emphasis On Sales


Time for another game of musical chairs at MTVN as chairman and CEO Judy McGrath continues to realign in the hopes of meeting new management’s expectations. This time, the emphasis is on remaking an outdated sales structure on the advertising and affiliate side. (I’m not sure there’s enough time in the world to completely parse this batch of press releases.) Some of the highlights:
Ad Sales: Under the new structure, ad sales, for the most part, will be clustered to match the channel programming groups:
— Kids and Family,Jim Perry, EVP. Groups the ad sales organizations of the Nickelodeon brands and Nick at Nite, .
— MTV, The N, Logo and VH1 cluster, Sean Moran, EVP. The N, aimed at tweens and teens, is the exception to the rule; it is programmed under Kids and Family but will be sold here.
— Entertainment, Jeff Lucas, EVP. Groups Comedy Central, Spike TV, CMT and TV Land.
All report to Hank Close, president of U.S. ad sales, as well as the presidents of the programming groups.
Specialized units: Ad Sales also includes Digital Advertising Sales,Nada Stirratt, EVP; and the new MTVN Brand Solutions (cross-brand client partnerships), Lisa McCarthy, EVP; and MTVN Generator (new business), Peter Griffin, EVP.
Content Distribution and Marketing: Formerly known as affiliate sales and marketing, this group representing MTVN and BET has been renamed and reformed under the lead of Denise Dahldorf, recently appointed EVP. The new name reflects the move away from cable-centric. It also is switching from regional to client focus.
Upfront: MTVN also is switching its upfront strategy to a year-round sales strategy with four phases: road shows for new marketing and programming, etc; demo-specific “summits,” an exclusive strategy summit for client CMOs; and a week-long series in the spring called “Digitours” to show off multi-platform.

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