Romanian Cable Direct in Deal with Sony

By FNE Staff

    Romanian company Cable Direct has signed a deal with Sony Pictures Television giving Sony a majority stake in the advertising sales company. Cable Direct handles ad sales for several Romanian TV companies and stations, including Fox, Turner, Viacom, and the AXN theme channels.

    Cable Direct (www.cabledirect.ro) is headed by co-owner John Florescu. The management team also includes Bogdan Lazarescu and Florin Visenescu. The company is based in Bucharest.

    In a statement, Sony VP Eddie Nelson said the investment will "introduce a more structured approach to selling advertising on our Romanian channels."

    Cable Direct has been selling advertising to niche channels since 1999. In January 2010 it became the exclusive sales representative for MTV's Romanan channel, VH1.