Viacom International Media Networks (VIMN) has elevated Channel 5 content head Ben Frow to director of programs for VIMN’s UK operations.
With immediate effect, Frow’s expanded brief gives him responsibility for all content across the company’s television networks the UK while also increasing commercial impacts across its streaming services in the region. The promotion will also see Frow adding Comedy Central, MTV, Nickelodeon and Paramount Network to his existing remit as director of programs for Channel 5.
With control of Viacom’s entire UK content budget, Frow will be tasked with better aligning editorial strategy between the brands to increase content sharing opportunities across the portfolio, as well as with maximizing commercial impacts across its owned and operated streaming platforms, such as My5, in addition to its linear TV networks and 3rd party VOD platforms. He will also focus on developing formats that can be scaled across Viacom’s branded networks internationally.
The promotion comes ahead of the closing date for the US$30 billion Viacom and CBS Corp. merger.
“Ben is a creative tour-de-force who has transformed Channel 5′s reputation and helped it to outperform its competitors while becoming sustainably profitable for the first time,” said David Lynn, president and CEO of VIMN, in a statement. “There really is no one better qualified to take the creative helm of our UK brand portfolio at what is a transformational time for our business. I’m very confident this cross-brand, cross-platform editorial structure, under Ben’s direction, will set us up optimally for further success in the UK’s intensely competitive and fast evolving media market.”
“I love a challenge, and the chance to work across a bigger portfolio is irresistible. This new role gives me, and the teams, the opportunity to be even more creative, even more imaginative, even more ambitious across some of the biggest brands in television,” Frow added.