MTV Nets Comes To Upfront With Dollar Signs In Its Eyes

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Having played a big role in boosting Viacom’s revenue 12 percent in the first quarter, to a record $6.8 billion, MTV Networks will enter the upfront this year with an aggressive sales goal of taking almost one-quarter of dollars spent on cable.

Analysts, noting the ratings gains at MTV and Comedy Central, expect MTVN to grow CPMs about 15 percent on average, with MTV on the high end. “I fully expect them to achieve at least mid-to-upper-teen CPM growth, with executives hoping for more.

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