Byrne wins commercial role at Virgin TV
Virgin Media Television, the company previously known as TV3 Group, has appointed Ian Byrne as director of digital and commercial enterprises.
Mr Byrne will be responsible for all of the broadcaster’s revenue-generating activities, including advertising sales team Virgin Media Solutions, led by Paula McCarthy, and the inhouse Red Hot Creative team.
He will report directly to Pat Kiely, managing director of Virgin Media Television. The appointment follows Gavan Byrne’s decision to step down as commercial director.
Ian Byrne joined the Dublin-based company in 2015 as director of digital and has also overseen its bid to develop addressable TV advertising, which it hopes to launch in 2019.
Addressable advertising means the ads served to viewers of linear television channels in the commercial breaks will vary according to the location and demographic information of the viewer. This allows brands to pinpoint their target markets through television advertising as they would through online advertising.
Mr Byrne has worked for Masterfoods, Telstra Australia, Golden Pages, Kellogg’s and Independent News & Media, where he ran its digital business.