WIN's sales team have been instructed they will be shifting offices and selling Network Ten programming from 1 July, AdNews understands. It is another sign an affiliate agreement between Ten and WIN is a matter of 'when' rather than 'if'.
After the SCA-Nine deal was announced late Friday, WIN employees directly affected by the news under the Nine-WIN affiliate agreement, were told they will be moving and eventually sell advertising on Ten programming.
AdNews understands this affects mostly sales staff who are based in Nine's Willoughby offices, which is separate to Nine's sales team located in Sydney's CBD. It is unclear at this stage if they will be moved to WIN's offices in North Sydney or sit within Ten's sales arm MCN.
Nine and WIN's relationship broke down following the failed legal effort from WIN to stop Nine's video on demand platform streaming in WIN's geographical regions.
Negotiations between WIN and Ten hinge on regional areas that WIN already has various agreements to show Ten content with joint-venture partners, including Prime Media, Southern Cross and others, Fairfax media reports.
If Ten is able to secure a direct agreement with WIN for these areas, it is believed the metropolitan broadcaster may settle for a lower percentage of WIN's revenue than the 50% Nine negotiated with SCA. WIN's affiliate agreement with Nine was estimated between 39% to 45% of revenue.
Helping its negotiation position, Ten has had a strong start to this year's ratings season and improved in the key 25-54 demo over the past 12 months, due to shows like I'm A Celebrity Get Me Out of Here, Masterchef and the Big Bash League.
AdNews was unable to reach Ten at the time of publishing, while Nine said a transition process will now take place as WIN's affiliate agreement expires on 30 June.
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