In his new role, Michaelides will be responsible for its pay TV, video on demand and programme sales businesses, as well as commercial innovation, new business development and all of its external commercial relationships. He is also a member of Marketing Week’s “Vision 100”.
Communications director Zoe Clapp will take on an expanded role as marketing and communications director, overseeing Michaelides’ old responsibilities.
Marketers’ expanding roles
Michaelides is joining a rank of marketers who are taking on more commercially focused roles, signifying a wider change that’s happening in the boardroom as, with more data to back up their actions, marketers are steadily gaining more respect and responsibility.
In March last year, Heineken combined its global chief marketing officer and chief sales officer roles to create the position of chief commercial officer to “accelerate strategy delivery”.
Meanwhile, Mondelez shook up its senior marketing team in October by appointing Mark Clouse as its chief commercial officer in a bid to streamline the company’s operations and “simplify day-to-day decision-making”.
Growing viewing figures
Figures released by the company today (5 January) show that UKTV has had its most successful year to date after record-breaking viewing figures put it neck and neck with Channel 5’s full portfolio and all of Sky’s wholly-owned channels, including movies and sport, for the first time.
In 2015, UKTV says it grew its audience share to 5.27% (from 5.08% in 2014) and as of the 26th December it delivered a 9.27% share of commercial impacts (SOCI), putting it slightly ahead of the Channel 5 portfolio (on 9.26%) and Sky branded channels (with 9.25%).
According to the company its increased investment in original programming has contributed to the network’s record-breaking viewing in 2015, which is up 3.7% year on year. Since 2010 the network has increased its viewing share by 30%.
Barb data shows that commissions like Storage Hunters UK Celebrity Special and Dave Gorman Modern Life is Goodish were UKTV’s highest rating programmes of 2015, helping to propel UKTV to its fifth consecutive year of growth.
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