MTV Networks International Extends Relationship with BSkyB
Friday, 13 November 2009

MTV Networks International (MTVNI), owned by Viacom Inc (NYSE: VIA, VIA.B) and BSkyB (Sky), have concluded two agreements which further strengthen the relationship between the two companies.

In the first, MTVNI has appointed Sky Media as its exclusive advertising sales representative. Under the agreement, Sky Media will manage MTVNI’s advertising sales in the UK and Ireland for all its pay TV services across music, kids and entertainment, which includes MTV, VIVA, Nickelodeon, Comedy Central and BET. The five-year agreement will take effect from 1st January 2010. All these channels are currently represented by Viacom Brand Solutions.

This new relationship will harness the strength of an enlarged portfolio of high-quality pay TV brands to unlock new opportunities while providing advertising clients with a broader and deeper set of marketing solutions. All the networks represented by Sky Media will benefit from a larger, more diverse collection of brands while MTVNI properties will be able to utilise technological innovations from Sky including Green Button Advertising and Sky AdSmart, due to launch in 2011.

The second agreement sees MTVNI and Sky extend their distribution agreement for the carriage of the MTV, VH1, Nickelodeon and Comedy Central channel families on Sky’s Direct-to-Home (DTH) and Sky Player platforms in the UK and Ireland.

Since launching its services on Sky’s DTH platform in 1994, MTVNI in the UK and Ireland has continually increased its portfolio of high profile brands, most recently with the launch of its new entertainment channel VIVA as well as its high definition channel, MTVNHD, in 2008. Additionally, in the UK and Ireland, MTVNI and BSkyB are joint venture partners in the Comedy Central and Nickelodeon channels.

David Lynn, Executive Vice President, Managing Director, MTVN UK & Ireland and Australia, said: “These agreements will really strengthen MTVNI’s position in the UK and Ireland and help us deliver even more robust growth in the ...ure. Appointing Sky Media as our exclusive ad sales representative enables us to harness the scale and diversity that both companies have to offer which in turn will develop more innovative and engaging advertising solutions for our clients.

“VBS UK & Ireland have delivered outstanding performance and leadership and has played a huge part in our success for a number of years. Our new partnership with Sky will enable us to build on that success and will allow us to invest more in making great content for our channels. And we're extremely pleased that our great brands will have continued access to over one in three homes across the UK and Ireland.”

Mike Darcey, Sky’s Chief Operating Officer, adds: “We’re delighted to strengthen our relationship with MTVNI by extending our carriage arrangements and entering into a new TV ad sales agreement. As well as ensuring that our customers continue to enjoy access to the MTV Networks channels, we will also share in the opportunities that arise from a strengthened ad sales portfolio.”

Nick Milligan, MD of Sky Media, adds: “We welcome the addition of strong brands such as MTV, VH1, Viva, Comedy Central and Nickelodeon to Sky Media. We look forward to offering advertisers a fully integrated portfolio from the start of next year, and therefore hit the ground running.”

(Source: worldbusinessnews )