Virgin Media has unveiled a new division that brings together its British and Irish advertising sales teams.

Virgin Media Solutions will be the exclusive sales agency for all TV3 Group channels in Ireland and represent all advertising sales for Virgin Media, including its public Wi-Fi services.

TV3 Group Commercial Director Gavan Byrne will lead the new business.

Virgin acquired TV3 last year and announced in July that it was spending €10 million to buy fellow broadcaster UTV Ireland from ITV.

The Irish TV and video market is going through a transformation with the launch this year of Vodafone’s offering and eir’s acquisition of Setanta Sports Ireland.

A spokesperson declined to comment on the advertising revenues that the combined TV3, Virgin Media business accounts for currently.

However, TV3's sales are understood to be significantly larger than those of Virgin Media at this stage.

David Bouchier, Chief Digital Entertainment Officer at Virgin Media, told European Communications in the summer about the “root and branch rebirth” of the company’s TV offering.

He said of Virgin Media Solutions: “By bringing together the incredibly talented TV3 advertising team with Virgin Media we’re building an advertising arm with firepower across TV, on-demand and Wi-Fi.

“This means agencies now have a single destination to place adverts across Virgin Media’s footprint.

“We’re looking forward to developing our advertising capabilities even further in the near future.”

Pat Kiely, Managing Director of TV3 Group, added: “I am delighted to launch this exciting next step in TV3’s commercial development.

“Working with Virgin Media and Liberty Global means we can now offer a unique and sophisticated service to future proof our advertising proposition.”

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