Myerson rules out third-party sales for Five

Stan Myerson, the joint managing director of Channel Five owner Northern & Shell, has ruled out appointing a third-party sales house for the broadcaster.

Stan Myerson: joint managing director of Northern & Shell
Stan Myerson: joint managing director of Northern & Shell

At a dinner for media agencies at the Northern & Shell building last night, Myerson said that although there had been a loss of some head count, this was "predominantly in functions where Five was duplicating existing Northern & Shell resource".

Myerson said: "I would like to make it clear that [sales director] Kelly’s [Williams] sales team has been completely unaffected. We have no intension of losing any front line sales people, or indeed of handing over control of our airtime sales, over to an external third party.

The dinner was attended by Martin Sorrell and his wife, as well as ‘Carry On’ and ‘EastEnders’ actress Barbara Windsor, and The Who singer Roger Daltrey, who plays in a band with N&S owner Richard Desmond.

Myerson welcomed Ofcom’s ruling that it was too early to investigate YouView on competition grounds, and confirmed that N&S had committed a financial contribution of £21m to the internet-connected TV joint venture.

Myerson said: "I can’t overstate how important this service will become as we move towards an interconnected broadband world. It will open up amazing possibilities for viewers."

Despite ongoing speculation about whether Channel Five will sign up programmes such as ‘Big Brother’, Northern & Shell did not announce any new shows at last night’s event, but hinted at probable new stars.

Desmond said: "We deliberately haven’t announced tonight the new homegrown programmes that will be shown on our screens from January next year, but you will have a clue from some of the faces that are here tonight.

He added: "Barbara… it will be a right old carry on! Barbara Windsor, everybody."

Northern & Shell has already started to cross-sell advertising across its magazines, newspapers, TV, online and mobile and Myerson said it would offer agencies the opportunity of "doing things differently".

Myerson said: "We are not proposing to reinvent the way in which TV is bought and sold, but we will offer the real opportunity to negotiate advertising and sponsorship across all of our platforms."

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