Fox TV buoys market push with sr. VP
Post also gives Melnick oversight of research
|
Melnick will serve as senior VP of marketing for Fox, a newly created post that combines elements of Melnick's old position as head of communications with new responsibilities in the marketing of the studio's skeins to networks, viewers and third-party partners.
He will continue to report to Fox toppers Gary Newman and Dana Walden, who announced the appointment Tuesday.
In addition to running the studio's PR department, new post gives Melnick oversight of all marketing related to Fox projects. He'll also take on oversight of the studio's research department, which VP Jodi Clancy will continue to run on a day-to-day basis.
Walden said that while Fox isn't getting into the business of cutting promos, like a network marketing division, there are many ways the studio can expand awareness of its shows.
"Clearly, we are interested in increasing our opportunities in the marketing area however we can," she told Daily Variety. "That could mean marketing our shows to the networks (that air them) and making sure people at networks are always aware of what's happening with our series. It might also mean developing relationships with advertisers (in order to promote Fox shows.)"
Studio recently struck a deal with a major Gotham-based department store chain tied to the launch of its upcoming David E. Kelley skein "Girls Club," and Melnick played a big part in putting that deal together, Walden said.
Melnick said studios can no longer rely solely on network partners to market skeins. "Our shows are our brands. It's incumbent upon us as a studio to be as vigilant in the marketing of our shows as we are in their development and production."
Walden said Melnick's promotion was also in recognition of an executive in the company who performs many functions outside the job description of his previous title.
"Steven's one of those execs who's a big-picture thinker," Walden said. "He looks at every department in our company and tries to get involved wherever he can to strengthen the company, and he always goes above and beyond."
Newman concurred, praising Melnick's "tremendous track record as an advocate for this studio."
Melnick has been at Fox since 1996, serving as VP of advertising and media relations since February 2001. He's worked on campaigns for a wide range of shows, from "The X-Files" to "King of the Hill."
