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Sky Media to Handle MTV Ad Sales

Sky Media has been appointed by MTV Networks to handle the advertising sales for MTV, Viva, Nickelodeon, Comedy Central and BET. The deal could be worth an estimated €83m a year to Sky Media.

The surprise deal will take effect from January 1and it brings to an end MTV's relationship with Viacom Brand Solutions which has been handling the sales business for the past nine years. The deal will come as a big blow to Viacom, which employs around 80 staff between its London and Dublin office.

MTV has said that its networks will benefit from a closer alignment with Sky and its ability to tap into the company's innovative solutions like Green Button Advertising. The two companies are already joint venture partners in Nickelodeon and Comedy Central.

Last month BSkyB and Discovery Europe signed a £200m ad sales deal. The four-year deal, which also starts in January, will see BSkyB become the sole airtime sales agent across Discovery's 13 UK channels, including Animal Planet, DMAX and Discovery Travel and Living.

The deal also means that Sky Media becomes will become the third largest UK TV sales house behind ITV and Channel 4.

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