Press release from A+E Networks, Feb. 27, 2014:
Lisa Mallen has joined A+E Networks as Senior Vice President of Ad Sales, FYI, the company’s newest channel set to launch this Spring. Mallen previously served as Vice President, National Sales Manager for OWN: Oprah Winfrey Network since 2009. The announcement was made by Mel Berning, President, Ad Sales, A+E Networks, to whom Mallen will report.
“Lisa is a dynamic corporate executive with nearly 20 years of television ad sales experience,” Berning said. “She played a pivotal role in the successful launch of OWN in 2011, one of the largest cable start-ups in television history, by developing and directing the network’s go-to-market on-air sales strategy. This experience will be invaluable to us as FYI establishes its new identity as a contemporary upscale lifestyle network.”
In her 11 years with Discovery Communications, Mallen advanced from the position of account executive for TLC, Animal Planet and Discovery Health Channel (2003-2005) to Eastern Regional Sales Manager and VP, National Sales Manager for Discovery Health, Fit TV, Travel Channel, BBC America, DTimes and DHD (2006-2011) to her duties for OWN. She managed OWN’s national sales team, securing 10 launch partners, all at multi-level revenue and multi-year deals, and drove more than $140 million in upfront revenue prior to the Jan. 1, 2011, launch. Before that, Mallen played a key role in selling the re-launch of Discovery Times Channel as ID and in selling the first two partnerships for the launch of Planet Green.
Prior to that, Mallen was an account executive and West Coast Sales Manager for Tribune Broadcasting’s WGN Superstation (1998-2003). She started in sales with Turner Broadcasting’s TNT and TBS (1996-98). She began her career as a media buyer at Zenith Media (1994-1995) and MediaVest (1995-96), handling such high-profile accounts as Toyota and Burger King. Mallen majored in marketing at the University of Rhode Island.
Launching in summer 2014, FYI will cater to a younger, upscale audience by reflecting the way a new generation experience their lives, proudly hyphenated and not constrained by one interest or passion. FYI is already developing more than 30 potential new series that will inspire viewers.