Viacom Makes First Move In To Third Party Sales
Viacom Brand Solutions (VBS), which handles sales for Viacom-owned MTV and VH1, is expanding into third party sales and is to take on the recently launched E! Entertainment channel.
The deal, which will see VBS take charge of E!’s commercial airtime and sponsorship, represents the first time that the sales house has represented a channel that is at least not partially owned by its parent company, Viacom.
Paul Curtis, managing director of VBS, said: “The E! brand is a great addition to our portfolio as it broadens the existing audiences we are able to deliver to clients and fits perfectly with our brand-led sale.”
E! Entertainment, which is owned by E! Networks, launched on Sky Digital earlier this month as part of the basic Sky package. Programming on the channel is aimed broadly at 16-44 year-olds and consists mainly of US entertainment and celebrity driven shows.
VBS expects to be carrying ads on the channel within four to six weeks and is also looking to take on more third party sales that will enhance its existing brand-led proposition.
Late last year Viacom brought its outdoor unit and entertainment brands together to offer advertisers new cross-media opportunities. The ‘Touchpoint’ initiative united Viacom Outdoor and Viacom Brand Solutions to present clients with combined advertising opportunities across the entire Viacom portfolio of entertainment products (see Viacom Units Link For Cross-Media Sell).
Viacom: 020 7482 3000 www.viacom.com
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