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This approach was inherently biased because the channel-specific agency will always use metrics to support the business case for its channel, and tactical because it fails to take a broader view of a client's business.
The five-nights-a-week soap acts as a ratings anchor for its channel S4C, only ever beaten in viewing figures by rugby.
The league used to be a loud advocate for its channel when Time Warner was one of several big distributors not carrying the network.
The company was not an instant hit, and it was not until 2006 that Shine really broke through with an International Emmy for its Channel 4 drama Sugar Rush.
Consolidation was widely predicted in the TV ad market last year – however, there has been little movement on this front bar Viacom shifting sales for its channel portfolio, which includes MTV, into Sky Media.
Smith has previously said that the company had been secretly working on more than 30 TV series in preparation for its channel rollout across genres including food, travel, music, animation, unscripted and scripted.
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ESPN is not much beloved by cable and satellite operators for the prices it charges for its channels.
Terms of the new contract were not disclosed, but Viacom appears to have lowered the fees it charges for its channels.
Until this week, Viacom had not introduced authenticated apps for its channels, unlike Time Warner's HBO and its popular HBO Go app.
Cable networks generated $659m of operating profit, up 28%, helped partly by the company successfully forcing through price rises for its channels.
David Abraham, the Channel 4 chief executive and former chief executive of UKTV, has already managed to benefit financially from the pay-TV operation by striking a 10-year deal to handle TV and online ad sales for its channels.
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CEO of Professional Science Editing for Scientists @ prosciediting.com