Two examples of how the team, managed by Daniel Salem and Paul Curtis, worked to offer added value to its advertisers are Nike and its Freestyler campaign and the Barbie Zone on Nickelodeon.
Freestyler saw MTV create programmes around events and competitors to supplement Nike ads. Then, working with a major record label, MTV created a song and a video in which the winners of the freestyler events performed.
The Barbie Zone was a mini soap opera created in commercial airtime which featured Barbie and her friends. Some 24 episodes ran at five o'clock and ran with a microsite at nick.co.uk, offering girls the chance to win Barbie prizes.
Alongside other initiatives, these helped to grow VBS's revenue by 28 per cent and its market share by 30 per cent. VBS has enjoyed an increase of 20 per cent in its number of advertisers and a 30 per cent increase in the number of brands carried on its channels. This is against a difficult year for TV as a medium which saw overall TV expenditure grow at less than 2 per cent and satellite growth at 11 per cent.
Emap's Red Rose Radio wins a highly commended. Red Rose represents Rock FM and Magic 999, and claims to "never give up". Year on year it has shown growth in airtime of 1 per cent. Sponsorship is up 14 per cent and promotions delivered an additional 10 per cent. With the simple objective of winning in a difficult marketplace, Red Rose Radio worked with advertisers such as Archers Aqua and also created client specific opportunities. One example is the Friday night hijack, where DJs from the radio stations take over a nightclub for the evening.