Byrne wins com­mer­cial role at Vir­gin TV

The Irish Times - Business - - BUSINESS | NEWS - LAURA SLAT­TERY

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.

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