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Ten unveils new sales proposition and increases focus on under 50s

Network Ten boss Paul Anderson is hoping his new sales team will be out in market drinking the Ten “kool-aid” and operating as “evangelists of the brand”.

Anderson, who alongside newly appointed chief sales officer, Rod Prosser, revealed another five key sales appointments and a new sales proposition this evening, said having brand “evangelists” hadn’t happened in the partnership with Multi-Channel Network.

The new sales department will go to market in a totally different way to when Ten worked with MCN

“What we will get with Rod and his team, is well over 100 people out in the market [having] drunk the Ten kool-aid on all of our shows and out there as evangelists selling our product,” he told Mumbrella.

“We don’t have that at the moment because they have a whole bunch of other things in their bag of tricks that they [MCN] are selling, which don’t belong to Ten. So they don’t sell in that same evangelical way.”

Last month, Ten revealed Damon Jackson as Melbourne sales director, Angela Neville as Brisbane sales director, MCN’s Cameron Mudge as Adelaide sales director and MCN’s Paul Townsend as Perth sales director. The business has also named ARN’s former agency sales director, Nisar Malik, as sport sales director.

Sydney’s sales director, national sales director and director of Ten Interactive were not announced. Mumbrella understands Lisa Squillace, Seven’s former director of program partnerships, was set to become national sales director. However she is currently disputing a non-compete period.

The sales team will operate in five divisions, Ten Effect, Ten Imagine, Ten Exchange and Ten Interactive, which will be led by Tamar Hovagimian, Michael Stanford, Grant Madigan and CBS Interactive respectively.

Ten sales boss Prosser said the network would be going to market in a “totally different way” to the how it operated as part of the MCN joint-venture. Network Ten announced it would ‘disengage’ with Multi-Channel Network after three years in August. Previously, MCN handled all sales representation for Ten Network, and Ten had a 24.99% share in the business. However following CBS’ acquisition of the network, the decision was made to bring it back in-house under newly appointed chief sales officer, Prosser.

MCN – previously a joint venture between Ten and News Corp’s Foxtel and Fox Sports – unveiled its rebrand and re-structure last week.

“This is us selling Ten and Ten only and all its assets. From a go-to market point of view, we will represent Ten the way that we should,” Prosser said.

“In terms of what else we have around the sales unit is all these bespoke specialised units. Some of those Ten had in the past, but a lot of the others are new.

“We’ve got the great content now under-pinned with a very aggressive sales department, ready to sell with the right rigour around it.  We are ready – we’ve employed 100% of our sales leadership team, obviously withstanding there’s been a couple we haven’t been able to officially announce.”

Ten will also seek to build a greater portion of revenue share in market, after falling in fiscal year 2018. For fiscal year 2018, Ten accounted for 23.3% to total revenue share across the free-to-air commercial networks, down on FY17’s 24.1%.

At the same time, Ten said it would focus on targeting the 16-39 and 18-49 demographics, a move away from its 25-54 proposition.

Ten’s Anderson told Mumbrella that the business has always reached audiences that were “significantly different than commercial rivals Nine and Seven.

Ten viewers are ‘more engaged’ with their programs, says Ten’s Anderson

“Our audience, you only have to look at social media – Twitter and the likes – when Survivor and The Bachelor are on, our audience is far, far more engaged in our programming. We are just being out, loud and proud around that demographic, which we know is becoming harder and harder to attract,” Anderson said.

To better achieve this, Ten has also signed a partnership with Tealium, which it hopes will help establish rich data segments.

“We’ve been member-gating or collecting our first-party data really seriously from April of this year. We now have close to 3m active subscribers, which gives us a really good base. Obviously we are just getting serious about our data strategy. We expect that to sky rocket into next year,” Prosser said.

“We’ve got a very socially engaged audience so we now with Tealium and our data team, will have a proposition that will go into market in January around addressability across all our digital platforms.”

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