Nine’s Melbourne MD Ian Paterson shifts to commercial partnerships role

Ian Paterson – who for the past six years has been the managing director of Nine in Melbourne – has been appointed to the newly created role of director, commercial partnerships and affiliates.

Melbourne’s local director of sales Matt Scriven will assume Paterson’s old role. 

Paterson returned to Nine in 2004

Paterson started out at Nine in the sales department before switching to rival Seven. He then left television to take on a sports marketing role with AFL talent management group Flying Start, before returning to Nine in 2004.

Once back at the network he was charged with sales development and marketing for the 2006 Melbourne Commonwealth Games. In 2010 he was promoted to sales director for the network. In 2011 he became the boss of GTV9 in Melbourne.

In his new role, effective immediately, Paterson will take on executive responsibility for driving the performance of Nine’s affiliate partnership with Southern Cross Austereo, according to a release from Nine. He will also be charged with increasing the company’s commercial revenues via 9Commercial and establishing new business partnerships beyond traditional advertising.

Nine’s state-based managing directors will now report to Paterson, including his Melbourne replacement Scriven.

Paterson said Scriven was a safe pair of hands for the Melbourne operation.

“Matt’s [Scriven’s] proven track record as a sales leader together with his passion for success positions him ideally to take on this all-important role heading our Melbourne business. I couldn’t be more delighted knowing that GTV9 is in safe and capable hands and I’ll look forward to seeing him drive our continued success across all its operations,” Paterson said.

Nine CFO Greg Barnes said the staff shuffle reflected Nine’s shift away from being simply a TV company.

“As Nine continues its evolution from a free-to-air television business, to a multi-platform video business, it will create significant opportunities to drive new revenue streams. Ian’s appointment reflects Nine’s commitment to accelerating the growth of these revenues,” he said.

“His leadership, professional drive and understanding of the industry means Ian is the ideal person to oversee our state network and to play a more dedicated role in the delivery of our commercial partnerships and revenue streams.”

Paterson agreed the appointments demonstrated Nine’s strategic repositioning.

“Serving the company and leading Nine Melbourne has been an honour. The dedication and passion of our staff makes Nine the success it continues to be. I take on the challenges of this new role at a time when the company has a clearly developed strategic pathway.

“Personally, this change represents an exciting opportunity and I’m looking forward to playing my part in Nine’s future success.”


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