MTV Networks Restructures Ad Sales Arms

Feb 28, 2007  •  Post A Comment

MTV Networks announced a new structure for its ad sales and affiliate sales divisions.

The revised ad structure, as expected, focuses on three clusters, for kids, music and entertainment.

Those clusters will work with specialized units called Digital Advertising Sales, MTV Brand Solution (which works on client partnerships across MTVN brands) and MTVN Generator (which works on new business opportunities).

The affiliate sales and marketing departments for MTVN and BET, also owned by Viacom, will be combined and renamed content distribution and marketing.

The new unit, headed by executive VP Denise Dahldorf, will be responsible for making the company’s content available to as many people on as many platforms as possible, Judy McGrath, chairman and CEO of MTVN, said in a statement Wednesday.

MTVN’s affiliate sales operation was among the casualties during a round of layoffs earlier this month.

MTV also said it will be changing the way it handles presentations during the upfront sales season. Instead of a single huge event at Madison Square Garden, the company will have a series of events, held throughout the year.

Those events will include MTVN roadshows and individual client meetings in the spring to preview programming; MTVN “Digi-Tours” to show clients multiplatform experiences; three demo summits focusing on consumer research and trends; and a strategy summit in the fall for chief marketing officers.

(Editor: Horowitz)