Sony Pictures Television Not a One-Trick Pony

Syndication Sales Team Picks Up Responsibility for Grouper, SonyBMG

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NEW YORK (AdAge.com) -- There's a new sales team knocking on digital media buyers' doors -- and it's one syndication TV buyers are very familiar with.
Sony Pictures Television's syndicated TV ad sales team will also sell Grouper.com and other Sony digital properties.
Sony Pictures Television's syndicated TV ad sales team will also sell Grouper.com and other Sony digital properties.

MusicBox, Grouper
Sony Pictures Television is the syndication company that sells daytime and early evening hits such as "Seinfeld" and "Jeopardy" -- but it recently has also begun selling online video-sharing site Grouper.com, which was recently acquired by parent Sony Corp.; MusicBox, Sony BMG's syndicated online music-video player; and Sony Pictures Home Entertainment, whose content can be found on AOL's TV service.

Indeed, if convergence is the way media is going, Amy Carney's group hasn't been sitting quietly by. Moving from selling syndicated TV to online media requires new skills, she said, but the group has an entrepreneurial spirit, having "developed DirecTV satellite ad sales business and we did Game Show Network when it wasn't in the number homes that it is today. [We're] used to taking on new businesses and challenges."

Sony also streams some of its syndication content online, "The Greg Behrendt Show," for example.

Cracking the code
Ms. Carney, prior to becoming exec VP-ad sales at Sony, spent three years launching sales team at Univision online. She admits not all of the answers are there yet -- especially when it comes to user-generated content sites such as Grouper. "The real code we have to crack is finding a way to leverage the exciting inventory there," she said. "How do you make that into an advertising space?"

It doesn't hurt that Google has made the $1.6 billion bet that it can monetize YouTube through advertising, she said. The user-generated content space "seems big enough for everybody but it's great to have a leader owned by Google. I see that as a win," she said, before adding: "Of course, check back in six months."
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