MTV’s sales arm takes on Viacom branding, cuts Russian deal

MTV Networks’ content sales unit has been rebranded Viacom International Media Networks (VIMN). The MTV Networks International brand will still be used on the stand at MIP TV, but be phased out and replaced with VIMN by the time MIPCOM takes place in October.

The rebrand follows Bob Bakish’s appointment as president and CEO of international in January, after the announcement that long-serving MTV International boss Bill Roedy was retiring.

It is understood to be an effort to have a brand that encompasses all of the Viacom channel identities and their content and not just MTV. Aside from MTV, Viacom’s international channels  include Nickelodeon, Comedy Central, BET, VH1, Viva and TMF.

Meanwhile, the freshly-minted VIMN sales group has concluded a large-scale programming deal with TNT in Russia. The free-to-air broadcaster has bought 250hrs of animated and live-action content from the Nickelodeon library. Titles include animated series SpongeBob SquarePants, The Adventures of Jimmy Neutron and live-action shows iCarly and Big Time Rush.