Network Ten announces replacements for Russel Howcroft with Toni Skaife and Rod Prosser promoted

Network Ten has promoted head of production and business affairs Toni Skaife to general manager Melbourne and content business affairs, and elevated head of trading and the GM for Brisbane Rod Prosser to executive general manager of revenue and client partnerships.

Toni Skaife

The two roles are a replacement for Russel Howcroft, former Ten executive general manager for Melbourne, who finished up with the TV network at the end of last month to join PwC as chief creative officer.

Skaife will take up her new role immediately and in her capacity as GM Melbourne will report to Ten CEO Paul Anderson. In her content business affairs role, she will continue to report to Ten chief content officer Beverley McGarvey.

Skaife joined Ten in March 1999 as a production manager for network sport and was promoted in January 2001 to business manager – network production. She was again promoted in January 2005 to network business manager – production and programming, before moving into her most recent role in July 2011 as head of production & business affairs.

Skaife said in a statement: “I am delighted to accept this opportunity. I’m tremendously proud to be a part of Network Ten and the programming resurgence we have achieved under the skilful guidance of Beverley and Paul. In particular, I’m proud of our excellent track record in Melbourne delivering a production slate that resonates greatly with our audience.

“Our charter is to further strengthen Ten in Melbourne, utilising our talented and hardworking team. We’re also fortunate to have many of our key independent producers based in Melbourne and I look forward to further consolidating our relationships with them.”

Prosser, who will relocate to Melbourne mid this year, will maintain his national revenue and client responsibilities and will continue to report to Anderson. His successor in south-east Queensland will be announced soon.

Rod Prosser to relocate to Melbourne 

He joined Ten from ACP Magazines – now known as Bauer Media – in August 2010 as sales director before taking up his previous role as head of trading/GM for Brisbane in 2013.

Prosser said in a statement: “At Ten, we are constantly focused on how we can best structure the business to deliver greater results for our advertisers and commercial partners. I’m confident that these changes, underpinned by our successful partnership with MCN, position us well for the future.

“I’ve been extremely fortunate during my tenure as general manager, south-east Queensland, to have worked with such a talented group of people. As I make my move to Melbourne, I look forward to handing over the reins to someone who is equally as passionate about the Queensland market.”

Anderson said in a statement: “The appointment of Toni Skaife to this new role and the relocation of Rod Prosser to Melbourne represents a significant strengthening of Ten’s management team in Melbourne.

“Melbourne is a vitally important market to Ten, in terms of both our productions and our advertising and media partnerships.

“Network Ten has a very strong connection to the television production industry in Melbourne. Many of our key productions are made in Melbourne, including MasterChef Australia, The Project, Have You Been Paying Attention?, Family Feud, Offspring, The Wrong Girl and Neighbours,” he said.

“Ten and our partner Multi Channel Network [MCN] also have very strong relationships with important advertisers and agencies in the Melbourne market.

“Toni and Rod are two of our best and most experienced senior executives and I am delighted that they have agreed to take on these new roles.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.