MTV Music buoys Shea

Exec to work closely with studios to link p'gramming with releases

NEW YORK — The MTV Music Group has promoted John Shea to exec VP of sponsorship development and integrated marketing, a newly created post.

Shea, who was senior VP of strategic programming for MTV, will expand his duties to encompass MTV sister networks VH1 and CMT Country Music TV.

One of Shea’s goals is to add more opportunities for major advertisers to sponsor individual MTV programs. He cited the quarterly original movie on MTV, which offers an advertiser the ability to buy it outright and foster audience goodwill by keeping commercial interruptions to a minimum.

Shea said he’ll also work with advertisers to insert occasional product-placement mentions into the content of a series, hoping to thwart the viewers who surf other channels during commercial breaks or who use their TiVos and VCRs to fast-forward or eliminate 30-second spots.

Another initiative of Shea’s will be to work more closely with the major studios to link programming on MTV, VH1 and CMT with tie-ins to current movie releases. Actors in these movies will be welcomed on MTV shows like “Total Request Live,” “Diary,” “Making the Video,” “Movie House” and “Cribs.” Also a natural for the strategy is VH1’s new show “Behind the Movie.”

Shea joined MTV in 1988 as director of promotions, working his way up to senior VP of marketing.

In between his MTV stints, Shea was senior VP of marketing for GameWorks, a division of DreamWorks, Universal and Sega.

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