Pair joins CTV/Rogers Olympics team


TORONTO -- Canadian broadcaster CTV and cabler Rogers Communications have hired sports sales and marketing veterans David Strickland and Adam Ashton to bolster their multiplatform coverage of the 2010 and 2012 Olympics games.

Strickland, a former director of marketing at CTV for its coverage of the 1992 Barcelona Olympics and 1994 Winter Olympics in Lillehammer, will serve as senior vp sales for the 2010 and 2012 games.

Ashton, most recently vp marketing at the Sports Network, a CTV subsidiary, becomes vp marketing for the CTV-Rogers Olympic team.

As part of their joint multiplatform coverage, Rogers will host programming on Rogers Sportsnet, its regional sports cable channel, the OMNI over-the-air TV stations and its radio station network.

CTV will provide coverage on TSN and its stable of over-the-air and cable channels on the CTV and Chum networks.

Strickland, who will oversee the consortium's varied revenue streams, including over-the-air and cable channels, radio, mobile and Internet, said the 2010 Olympics will likely be the first to fully exploit emerging broadband technologies as profit centers.

"It (broadband) is evolving very quickly and reaching the critical point of being on the radar of corporate executives who are challenged about how they get their advertising to market," Strickland argued.

He added that the CTV-Rogers national sales teams will soon begin to groom audiences for advertisers by tapping into online communities associated with varied Olympic sporting events.

The appointments of Strickland and Ashton follows CTV and Rogers last month naming Rick Chisholm as executive vp broadcasting and Alon Marcovici as vp digital media.

Last year, CTV and Rogers beat out the Canadian Broadcasting Corp. to earn Canadian TV rights to the 2010 Olympics in Vancouver/Whistler and the 2012 games in London.