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MCN rebrands as Foxtel Media

Foxtel’s sales arm Multi-Channel Network, or MCN, has revealed the result of its long-anticipated rebrand. MCN will now be known as Foxtel Media, as the business looks to integrate itself further with its parent company.

The new name and visual identity is effective from today and replaces the MCN naming which has been in place since its launch in 1997.

MCN will now be known as Foxtel Media

The rebranding decision comes after the dissolution of the joint venture between Foxtel and Ten which saw MCN handle the free-to-air broadcaster’s sales. Ten announced last year it would be bringing its advertising sales back in-house, a move which followed its sale to international giant CBS. 

CEO Mark Frain said the change to Foxtel Media was a strategic one to prepare the business for the future.

“Our new Foxtel Media identity reflects our closer alignment with the Foxtel platform – something that will power the next phase of our evolution,” said Frain.

“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.”

Frain says the rename is part of a wider plan to better integrate with the Foxtel business

Further integration with Foxtel has been on the cards for the sales business for months, as it sought to recover ground it lost during the focus on the joint venture with Ten. Last week the business faced redundancies caused by the automation of operational duties. Mumbrella understands there are no plans to move the Foxtel Media team to Foxtel’s Macquarie Park offices.

“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,” said Frain.

“Foxtel Media brings together a compelling proposition, combining the world’s best content across our local and global publishing partners, with high-value audiences and innovation in advertising. 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.”

Foxtel Media represents the advertising interests of Foxtel and Fox Sports, as well as Foxtel Now, Foxtel Go, Kayo and several premium digital publishers. It also represents some digital out-of-home screens.

A full launch of the newly named business will be held this week in Foxtel’s boutique entertainment venue Foxtel on Oxford.

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