Fox Kids unveils interactive department

Fox Kids Television has launched an interactive division to handle advertising sales across its websites.

Fox Kids Television has launched an interactive division to handle

advertising sales across its websites.



The department will also be charged with developing interactive

programming for the children’s channel.



Rob McKenzie, agency sales executive at Fox Kids’ airtime sales

department, has been promoted to head the digital operation.



McKenzie previously sold across television and online for Fox Kids but

as of this week he will focus on online ventures exclusively.



Although the organisation’s TV channel and internet ventures are now run

as separate divisions, Fox Kids will continue to offer cross-media

packages.



As part of the changes, commercial director Ian Finnegan has

relinquished his position and moved into a more strategic management

role. This move will free him up to concentrate on developing Fox Kids’

interactive offerings.



This means Nick Brown, previously at the Sci-Fi channel, will take

charge of TV airtime sales. The company is looking for a replacement for

McKenzie in the role of agency sales executive.



Fox Kids now has 14 sites up and running across Europe and a website is

scheduled to launch at the end of July.



One of McKenzie’s first tasks is to entice traditional TV advertisers

and dotcom clients into buying advertising on the website.



McKenzie said the media shops WWAV Digital and Agency.com had already

expressed an interest in the new service. He could not comment on Fox

Kids’ interactive strategy but said it would be revealed soon.



According to a Fox Kids insider, there is a huge demand in the market

for TV programming that offers an interactive element. He said Sky, in

particular, was ’desperate to get programming with interactive content’.