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 future. 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.”
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About MTV Networks International
MTV Networks International includes the premier multimedia entertainment brands MTV: Music Television, VH1, Nickelodeon, MTVNHD, TMF (The Music Factory), VIVA, Flux, Paramount Comedy, Comedy Central, Game One, Neopets, GameTrailers, Shockwave, Addicting Games, Atom Films and Xfire. MTV Networks' brands are seen globally in 598 million households, in 162 countries and 33 languages via 175 locally programmed and operated TV channels and more than 400 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, radio, recorded music, licensing & merchandising and two feature film divisions, MTV Films and Nickelodeon Movies. MTV Networks is a unit of Viacom Inc. (NYSE: VIA, VIA.B).
About MTV UK & Ireland
MTV Networks is the largest television network in the world and a leading creator of programming and content across all media platforms. MTV Networks' brands are seen globally in 632 million households in 162 countries and 33 languages via 175 locally programmed and operated TV channels and more than 400 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, radio, recorded music, licensing & merchandising and two feature film divisions, MTV Films and Nickelodeon Movies.
MTV Networks UK & Ireland operates 3 channel groups – Comedy, Kids and Music. Our ten branded music and entertainment channels comprise of MTV, MTV+1, MTV Two, MTV R, MTV Hits, MTV Dance, MTV Base, VH1, VH1 Classic and VIVA. They feature the best in music alongside popular shows such as Pimp My Ride, The Hills, Laguna Beach, My Super Sweet 16, Punk'd and Cribs. MTV Networks’ music channels are available on Sky, Virgin Media and Freeview.
Comedy Central and Nickelodeon in the UK are part of the MTV Networks International portfolio of channels through joint ventures with BSKYB.
In addition, MTV Networks is a pioneer in digital media, winning awards for its interactive and online services, as well as being the first media company to offer made-for-mobile 3G video content.
MTV Networks is a unit of Viacom Inc. (NYSE: VIA, VIA.B).
About Sky
Sky operates the most comprehensive multichannel, multi-platform television service in the UK and Ireland. Over 9.5 million homes enjoy an unprecedented choice of movies, news, entertainment and sports channels. Sky continues to break new ground with its own portfolio of channels: Sky1 combines its commitment to UK production with the best of the US; Sky Arts continues to embrace new audiences as the UK’s only dedicated arts channel brand; Sky Sports is still raising the bar in sports broadcasting; and Sky News remains a pioneer in multiplatform television news.
Almost 6 million Sky homes now enjoy the control and flexibility of Sky+ and 1.6 million homes have already joined Sky+HD, which provides access to 35 dedicated HD channels. Sky is also the UK’s fastest growing broadband and fixed-telephony provider.
For more information:
Kate Laverge
MTV Networks International
email: Kate.laverge@mtvne.com
Tel: +44(0)2072846144
Stephen Gaynor
BSkyB
email: Stephen.gaynor@bskyb.com
Tel: +44(0)207 705 3446