MCN - Media owner of the year

Results

Multi Channel Network (MCN) has always focused on redefining the TV advertising model in Australia, boasting an extraordinary combination of a high value national subscription television audience, with the fastest growing FTA network and the largest broadcast quality digital video network in the country. It operates on five core values: innovation, personal growth, integrity, passion and knowledge. MCN has in the past two years pushed the boundaries of media and will no doubt keep pushing. In 2014, MCN launched Landmark which offers operational and inventory efficiencies and substantial audience targeting capabilities for advertisers.

 MCN was the first television sales house in the Australian marketplace to introduce a dynamic trading model offering solutions for advertisers that allow for better schedule delivery outcomes and lowered operational costs for all parties. Multiview, MCN’s TV audience measurement panel, delivers actionable insights into TV viewing behaviour using return-path-data from 100,000 anonymous households, combined with 10,000 opt-in homes.

In June, MCN launched a $30 million world-first programmatic TV platform that allows media agencies to buy broadcast linear TV inventory through a private exchange. What this means is advertisers can trade against what MCN claims are the most highly targeted consumer segments in television. MCN’s future vision is to bring in other video sources through one platform. In recent months, MCN struck a deal with

Ten Network which saw Foxtel take a 15% stake in Ten while the TV network took a 24.9% stake in MCN. While it’s still under review by the ACCC, MCN has created a new sales structure while the deal shored up its spot as a trailblazer in the TV ad selling space, taking on Ten Network’s television, online catch-up and digital properties from September. A a joint venture between Foxtel and Fox Sports, it’s responsible for the advertising interests of 15 capital city free-to-air-channels including the Ten Network. It also represents 70 subscription television channel brands for Foxtel and hundreds of websites, apps, mobile sites, IPTV services and OOH sites as well as Qantas’ in-flight entertainment service. MCN is a big player in the $4 billion-plus TV and online video advertising market. Not a bad portfolio for a company established in 1997 and now an Australian Top 50 BRW innovative company.

Judges Comments

A company that is embracing the future both internally and externally through creating platforms and solutions. They showed a real commitment to the changing landscape.