Sony takes controlling interest in Romanian ad sales outfit

Sony Pictures Television (SPT) has formed a joint venture with advertising sales specialist Cable Direct to boost its advertising sales activity in Romania.

The investment in Cable Direct, which already handles sales for SPT’s TV channels – AXN, AXN Crime and AXN Sci-Fi – in Romania, gives the latter a controlling interest in the company. Cable Direct also handles ad sales for Viacom, Fox International and Turner in the Romanian market.

The move is seen by SPT as part of an increased focus on advertising sales in the central Europe region.