Foxtel brings its media business closer to its TV and streaming business with new branding
Media sales business MCN (Multi Channel Network) has today officially announced it has rebranded to Foxtel Media, with a new visual identity to accompany the new name.
Foxtel Media CEO, Mark Frain, said the rebadge, which has been long anticipated, was a strategic decision to better align Foxtel Media with the Foxtel platform.
“We are operating in a fast-evolving environment and we believe that as Foxtel Media we are in the best position to help the media and marketing sector get closer to Foxtel’s incredibly powerful customer base," he said.
Founded in 1997 as MCN the media sales business covered Foxtel and Fox Sports, including pay TV brands, digital publishers, plus streaming TV services, Foxtel Now, Foxtel Go and Kayo and digital out-of-home TV screens. Foxtel Media also led the development of Multiview, trading platform, Landmark, and the first integrated programmatic private marketplace for TV.
“From the very beginning, our mission has been to connect brands with Foxtel’s high-value audiences across live and on-demand content. Whether that be via advertising spots, sponsorships and in-program integration. That commitment is as strong now as it was when MCN was launched 22 years ago, but we’re now adding greater capability to our core, through different people and different technologies," Frain said in a statement.
Foxtel Media is launching with a series of events to promote its new programming and technologies at its Foxtel on Oxford experiential site in Sydney. In a move away from the traditional annual up-front ad sales event, the new facility will be able to continuously connect advertisers, agencies and subscribers with the Foxtel experience and its wide range of content.
The site, which houses a small cinema, meeting rooms and presentation spaces, will screen previews, technology demonstrations and workshops for advertisers along with business and programming updates.
“By leveraging the Foxtel platform and its new user experience, we will deliver new advertising ideas, technologies and models, putting greater focus on understanding the needs of customers, and bringing them closer to our advertising partners,” Frain added.
The rebrand comes 12 months after MCN and Network 10 cut ties around their advertising sales agreement after just 12 months of working together on programmatic TV buying.
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