Foxtel advertising arm MCN (Multi Channel Network) has rebranded as Foxtel Media.
The long-expected move more closely aligns the business, established in 1997, as a unit of the Australian subscription TV service.
The change to the advertising sales house for Foxtel has been discussed since the US network CBS bought Ten last year and ended a $600 million ad sales contract.
Today, the MCN website says: "We are Foxtel Media and together with Foxtel, we deliver a better advertising experience."
The business has been restructuring with a series of redudancy rounds, the latest last week with around 30 staff from the back office.
Foxtel Media CEO Mark Frain says the rebadge was a strategic decision.
“Our new Foxtel Media identity reflects our closer alignment with the Foxtel platform – something that will power the next phase of our evolution,” he says.
“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.
“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.
“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 will launch this week with a series of events showcasing new programming and technologies at "Foxtel on Oxford" a bespoke entertainment venue designed to getting closer to our customer.
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