The Russian commercial broadcaster CTC Media has entered into an agreement with the ad sales house Video International (VI).
The five-year deal, which is effectively between CTC Media’s wholly owned in-house ad sales agency EvereST-S and Company TSV, a member of the VI group, will take effect from January 1 next year. It will see EvereST-S receive a five-year licence to use VI’s proprietary software and be provided with a number of supporting services for a fee.
It has also been agreed in principle that VI will act as CTC Media’s agency for ad sales to local or regional clients booking advertising outside Moscow, which currently accounts for around 4% of CTC Media’s total ad sales.
The agreement between the two parties complies with amendments to ad legislation that come into effect at the beginning of 2011 and reduce VI’s share of the ad sales market from around 70% to a maximum of 35%. CTC Media, which is backed by MTG, operates the national commercial station CTC, regional broadcaster DTV and female-oriented thematic channel Domashny.
