Anthem Sports & Entertainment said it hired Brian Doherty as president of ad sales for its AXS TV and HDNet Movies, a new position at the company.

Doherty had previously been executive VP of multi-platform advertising sales for Nexstar Media Group and its national properties including The CW, NewsNation and The Hill. 

In his new post he will be responsible for monetizing programming on the linear networks, and expand revenue streams and business opportunities in areas including streaming, apps and social media.

Doherty will report to Andy Schuon, president of AXS TV and HDNet Movies.

“Brian is one of the most respected names in this business, armed with unprecedented success in sports and entertainment,” Schuon said.

“He is joining our team at an exciting time, as HDNet Movies is experiencing unprecedented growth, becoming the fastest-growing network on television, and AXS TV is rapidly evolving into a global multi-platform music brand," Schuon said. “I have no doubt that Brian, and the rest of our already strong ad sales team, will position us to maximize our growth.”

Last year, Anthem hired Deborah Cuffaro to set up a new ad sales team for the company’s linear networks. Cuffaro and the team will report to Doherty.

Before Nexstar acquired the CW, Doherty was senior VP of multi-platform sales at the network, helping to introduce the CW’s convergence ad strategy.  

“Under Andy’s leadership, AXS TV and HDNet Movies have enjoyed tremendous success and increased status in this highly-competitive television landscape over a very short time,” Doherty said. 

“There are so many incredible avenues for multi-platform revenue, business, and sales opportunities here, fueled by a rich content library boasting the absolute best in music and film-themed programming,” he said. “I look forward to getting started with AXS TV and HDNet Movies’ fantastic team to maximize their monetization potential.”

Anthem Sports & Entertainment said that it hired Greg Drebin as head of content and marketing for its AXS TV and HDNet Movies networks.

Drebin, most recently executive VP of worldwide marketing, publicity and research at Twentieth Century Fox Television Distribution, will look to expand viewership and improve the demographics of the two channels.

Drebin will report to Andy Schuon, recently named president of AXS TV and HDNet Movies. Schuon and Drebin worked together at MTV, CBS Radio and Universal’s International Music Feed Network.

“Greg Drebin is an exceptional talent,” said Schuon. “His dynamic, strategic and innovative mind, and his industry expertise make him a natural fit for what we aim to accomplish at AXS TV and HDNet Movies. I am really looking forward to collaborating with Greg once more.”

Before joining Fox, Drebin was senior VP of programming and marketing at Warner Bros. International TV Branded Services. He also worked at Universal music Group and MTV. He started his career as an NBC Page and production assistant working on Saturday Night Live, Late Night with David Letterman, NBC Nightly News and NFL Live.

“AXS TV and HDnet Movies are well established networks with strong foundations in music and film.  I look forward to working with Andy again to maximize their potential across all platforms,” Drebin said.

Anthem Sports & Entertainment said it hired cable music veteran Andy Schuon as president of its TV networks AXS TV and HDNet Movies.

Shuon had been president of Revolt Media and has managed music brands including CBS Radio, Warner Bros. Records, Universal Music Group, Live Nation and Viacom’s MTV networks.

“Andy Schuon is a true trailblazer in this industry, and a driving force behind many definitive pop culture landmarks that have left an indelible impact throughout the world,” said Leonard Asper, President & CEO of Anthem Sports & Entertainment. “His reputation as a legendary brand builder is well-earned, and his breadth of expertise will be vital in ushering in an important era for both AXS TV and HDNet Movies.”

In his new post. Schuon will use his experience starting and running cable networks to unlock the growth potential of AXS TV and HD Net, the company said.

The networks had been overseen by Anthony Cicione, who remains president of entertainment at Anthem. Earlier this month, Cicione was named president of TNA Wrestling.

At CBS Radio, Schuon oversaw the execution of the biggest single-client advertising deal in radio history, and spearheaded content and audience strategy for CBS Radio’s network of 185 stations across major markets.  

As executive VP, head of programming & production for MTV, MTV2, and VH1, he executive produced the  VMAs, MTV Movie Awards, and created the first celebrity reality show Rodman World Tour. 

In a programming stunt, Schuon moved MTV out of Times Square and into a summer rental, the MTV Beach House. The franchise lifted ratings for the entire network and created extraordinary revenue every summer. through integrated marketing opportunities and sponsorships.

“Len Asper and I have been talking about the opportunity to leverage the reach of AXS TV and HDNet Movies for some time. I was thrilled when he asked me to lead these networks, and take them to new heights and new platforms” Schuon said. “Connecting content, especially music related programming, with audiences has been my life’s work. At a time when music moves at the speed of social media, we are uniquely qualified to be the voice of record in the video presentation of music across all platforms.”

Anthem Sports & Entertainment said its networks will be sporting mustaches during November in support of Movember, the charity dedicated to men’s health.

The networks, AXS TV, HDNet Movies, GameTV, Fight Network and Game Plus, will feature special Movember content and public=service announcements.

Also Read: AXS TV, Movember Team Up To Promote Men's Health 

One hirsute highlight will be a series of Monday movies featuring mustachioed leading men. The films include Burt Reynolds in Malone, Tom Selleck in Quigley Down Under and Sam Elliot in Fatal Beauty on AXS TV; Kevin Kline and John Cleeese in A Fish Called Wanda, and Charles Bronson in The Mechanic on HDNet Movies; as well as Matthew McConaughey in Dazed and Confused and Samuel L. Jackson in Pulp Fiction on GameTV. 

“The Movember initiative has long served as a vital resource raising funds and awareness for every facet of men’s health,” said Len Asper, president and CEO of Anthem Sports & Entertainment. 

“Anthem is proud to be back again this year and further grow our partnership, broadcasting a diverse blend of fun and informative Movember-themed programming across all of our networks,” Asper said. “In recent times, especially, we have seen firsthand how important it to is to maintain both physical and mental health, and we hope that this month-long event will encourage and inspire our viewers to join us and take part in this global movement that has shed invaluable light on the most serious issues impacting men today.” 

During Movember, Anthem’s networks will air a series of Movember PSAs exploring different themes such as encouraging men to “Spot the Signs” and reach out to friends in need, empowering men to open up about their feelings and become “A Man of More Words.” 

The spots feature personal anecdotes from entertainers and influencers such as Jonathan Bennett, Logan Henderson, Matthew Santoro and Scott Sire. 

“We’re thrilled to once again have the support of AXS TV, HDnet Movies and GameTV. The movie line up will showcase some fun and iconic mustachioed films but also helps raise awareness about the serious issues around men’s health," said Mark Hedstrom, Movember’s U.S. executive director. “There’s still a lot of work to be done when it comes to men’s health, but we’re grateful to have partners committed to helping men around the globe live healthier lives.” 

Movember is also being supported by a number of major corporations and brands, including Philips Norelco, Pringles, Olly, Johnson & Johnson Consumer Health and Top Golf. 

“Philips Norelco wants men to not only look their best, but also to feel their best both mentally and physically,” said Brett Bardsley, Philips Norelco marketing director. “The brand’s commitment to men goes beyond grooming. Our mission to improve the lives of men through purpose-oriented product development and meaningful innovation aligns perfectly with Movember’s mission to change the face of men’s health and empower men to live happier, healthier and longer lives.”

This will be the second year snack brand Pringles is supporting Movember. 

“We’re proud that Pringles is partnering with Movember to support their critical work in the U.S. We can all play a role in advocating for mental wellness, particularly given the toll the last 18 months has taken on everyone,” said Gareth Maguire, senior director of marketing for Pringles.

“We plan to use Mr. P and his iconic mustache to raise awareness and funds for Movember, while engaging our employees and partners in real conversations about mental health, and how we can all reach out and support our family, friends and neighbors,” Maguire said.

Impact Wrestling is moving into Russia through a partnership with global sports network Extreme.

Extreme will be the official Russian-language home for Anthem Sports & Entertainment’s weekly series Impact!. Impact! will be available on broadcast television in Russia and the Commonwealth of Independent States regularly for the first time beginning Oct. 15.

In addition four major Impact pay-per-view events, including Bound for Glory on Oct. 23, will be distributed to viewers.

Also Read: Impact Wrestling Tag Teams With Pluto TV to Expand in Europe

“For many years now, Impact enjoyed a large and passionate fanbase in Russia,” said Jaime Pollack, chief revenue officer of Anthem’s Sports Media Group. 

“We are proud to partner with Extreme to make them the official Russian-language home of IMPACT Wrestling, and we look forward to sharing Impact!’s unparalleled programming with even more viewers around the world,” Pollack said.

Last year, Anthem put Impact! and its Fight Network on the Rutube.list digital platform. Extreme becomes the exclusive home for Impact!.

Extreme offers extreme sports coverage around the world 24 hours a day seven days a week. It is available on satellite and cable platforms across Russia, Europe, the Middle East, Africa and in the U.S.

“This partnership is a strong continuation of Extreme’s ongoing programming development strategy in Russia and the CIS,” said William Lee, CEO of Extreme Channel Limited. 

The CIS includes Azerbaijan, Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan and Ukraine.

“Impact’s signature brand of high-octane action is the perfect complement to our programming lineup, and we are confident that our audience will enjoy all the hard-hitting matches, gripping stories and larger-than-life personalities that only Impact! can provide,” Lee said.

Impact Wrestling is televised in 120 countries. It is on Anthem’s AXS TV in the United States. Impact content is also streamed on platforms including Pluto TV, Xumo, Samsung TV Plus and its own on-demand subscription service Impact Plus.

Impact Wrestling, a unit of Anthem Sports & Entertainment, has made a deal with Comcast’s Xumo to launch an Impact Wrestling Channel on the Xumo streaming platform.

The channel will be available to Xumo’s 24 million unique users. 

“This landmark partnership with Xumo provides us with a unique opportunity to bring the Impact Wrestling Channel to nearly 50% of smart TVs in the United States,” said Jaime Pollack, chief revenue officer, Fight Media Group, which includes Impact Wrestling. “We look forward to sharing our expansive library of high-quality professional wrestling programming with Xumo’s users, giving them the ultimate viewing experience with iconic matches, engaging stories and exclusive original series.” 

Programming will include more than 1,000 hours of new and classic original content featuring current Impact World Champion Rich Swann and such iconic grapplers as Hulk Hogan, Ric Flair and Sting. 

“For almost two decades, Impact Wrestling has blazed a trail as one of the world’s most popular franchises of its kind,” said Stefan Van Engen, senior VP of partnerships and programming at Xumo. “Xumo is dedicated to providing our viewers with the absolute best in premium entertainment, making the Impact Wrestling Channel’s eclectic offerings the perfect complement to our growing lineup. We are excited to build on this strong partnership with Impact as we move into 2021.”

Impact programming is televised globally in 120 countries, including on AXS TV in the U.S. Impact content is also accessible via YouTube, Twitch, Pluto and social media platforms.

Anthem Sports & Entertainment’s Fight Network has signed a multi-year distribution agreement with SAWA Rights management, which has put the network on TV platforms in the Middle East and Northern Africa region.

SAWA has been working with Fight Network, getting it on DU in Dubai; Jawwy TV, a leading OTT platform operated by Saudi Telecom and TOOLi, a new satellite and OTT platform launching in the region.

“Combat sports have enjoyed a significant increase in popularity with viewers around the world, cementing the medium as a true global phenomenon,” said Ariel Shnerer, GM of Fight Network. “We are proud to have the opportunity to continue building on our partnership with SRM, and we look forward to providing even more viewers across the MENA with the exclusive live events, acclaimed series and original content that only Fight Network can provide.”

Fight Network had previously been broadcast on OSN in the area.

“We are excited to finally bring Fight Network back to the MENA region,” said Ali Ajouz, SRM CEO. “The return of the channel will undoubtedly satisfy the most demanding fans of Combat Sports.”

Anthem Sports & Entertainment made a deal with the National Cable Television Cooperative that makes Anthem’s Fight Network and Game Plus available to the NCTC’s 750 mid-sized and small operators.

Financial terms were not disclosed.

The agreement follows Anthem and the NCTC reaching a multi-year renewal of their carriage agreement covering AXS TV and HDNet Movies in April.

“We are proud to continue our successful partnership with NCTC, as we make Fight Network and Game+ widely available to their diverse membership of TV distributors,” said Randy Brown, senior VP of Distribution for Anthem. “Each channel offers something unique for sports enthusiasts of all tastes, ranging from combat sports and pro wrestling, to fantasy and esports, and everything in-between. We look forward to sharing our high-quality content with even more viewers across North America.”

Fight Network provides combat sports coverage, including more than 300 hours of live fights from around the world.

Game Plus features eSports, fantasy sports, wagering and millennial sports content, including high-stakes power, wrestling and other action-adventure and competition-based shows.

Anthem Sports & Entertainment networks AXS TV and HDNet Movies have a renewed agreement with the National Cable Television Cooperative providing access to more than 750 small to mid-sized cable and broadband operators around the country.

AXS TV programming includes coverage of concert events, Dan Rather's Big Interview show and, more recently, Daryl Hall's Live From Daryl's House. 

Related: Anthem Buys Majority Stake In AXS TV

“This important agreement with the NCTC presents us with a valuable opportunity to bring AXS TV and HDNET MOVIES’ exclusive premium content to even more viewers across the country,” Randy Brown, Senior Vice President of Distribution for Anthem, said in a statement. “AXS TV is perfectly suited to music and pop culture fans, providing an unprecedented lineup of classic concerts, exclusive live performances, celebrity interviews and professional wrestling from the industry’s top talent, while HDNET MOVIES has something for film buffs of all ages to enjoy with a catalog of beloved blockbusters and cinematic classics. We look forward to continuing our partnership with NCTC members and delivering high quality content they cannot find anywhere else, for many years to come.”

“We are pleased to have extended our agreement with AXS TV and HDNET MOVIES,” said Judy Meyka, Executive Vice President, of Programming, NCTC. “We are excited to build on this successful partnership with Anthem as we move forward.”

AXS TV and HDNet Movies are being offered to distributors as a free preview from now through May, owner Anthem Sports & Entertainment said. That allows cable, satellite and other pay-TV providers to offer the channels for free to non-subscribers. AT&T's DirecTV and U-verse have taken up the offer, Anthem said, as has the National Cable Television Cooperative. Network free previews have started to proliferate during the coronavirus outbreak that has prompted millions of people around the country to stay at home. 

Some upcoming programming on the channels includes the Jeddah World Fest on AXS TV on April 5, featuring artists such as Future (pictured), and  a “Biopic Music Marathon” on HDNet Movies in April. 

Related: Charter Expands Showtime, Epix to All Video Customers Through April 19

“During challenging times such as these, music and films can be comforting,” Anthem senior VP of distribution Randy Brown said in a statement. “They help people take their minds off of their fears and concerns for a few hours, and instill a sense of normalcy to an otherwise unconventional situation. With live events being postponed for the foreseeable future and movie theatres closing due to safety concerns, entertainment is becoming increasingly scarce. Because of this, we are pleased to offer free previews of our two most popular channels—AXS TV and HDNET MOVIES—to all distributors starting now through May. We hope that viewers across the country will enjoy our signature high-quality content, and find some solace in reconnecting with the films and artists they love."

Photo provided by Anthem Sports & Entertainment.

Anthem Sports and Entertainment said it has named three industry veterans to top posts, enhancing the executive ranks in the wake of its recent purchase of a controlling stake in AXS TV.

Anthem said it has named Chris Ledwith SVP of national advertising sales, Shelley West as SVP of global partnerships and Anthony Burroughs as VP of sales, Canada. All three had previously served as strategic advisers to the company.

“Chris, Shelley and Anthony each bring a wealth of knowledge and expertise to our company and will drive our sales and global partnership efforts to new heights,” said Anthem founder and CEO Leonard Asper in a press release. “These outstanding additions to our management team will help ensure Anthem continues to accelerate its growth and expansion.”

Anthem purchased a controlling stake in AXS TV and HDNet Movies from tech guru Mark Cuban last month. Cuban will continue to own equity in the company, as well as entertainer and entrepreneur Steve Harvey.

The appointments also come shortly after Anthem named industry vets Randy Brown as SVP of distribution and Peter Cohen as SVP programming strategy and content development.

Ledwith had previously served in sales roles with Comcast, NBCU Sports Group, NBC News, E! and About.com. In his new role, his responsibilities include strategic partnerships and new business opportunities. He will oversee U.S. sales operations for Anthem’s networks, including all ad sales, marketing and product integration strategies aimed at maximizing value to sponsors and advertisers. He will also work closely with Anthem partner AEG Worldwide.

West had been SVP of global partnerships for Anthem Wrestling Exhibitions and had previously worked with IMG, Rogers Media, iHeartRadio, FIFA, SPARTAN and the European Tour. In her new position she will oversee all sponsorship development and partnership execution across the company’s portfolio, focusing on IMPACT! Wrestling, and including all sponsorship and third-party partnership development for AXS TV and HDNET Movies.

Burroughs, who had worked for Rogers Sportsnet, Bell Media and Quebecor Media, will oversee all Canadian ad sales. 

About a week after announcing its purchase of a majority stake in AXS TV and HD Net Movies, Anthem Sports and Entertainment said it has hired two industry veterans -- Randy Brown and Peter Cohen -- as senior vice presidents.

Brown was named SVP of Distribution, and will be responsible for driving and supporting Anthem’s strategic relationships across all platforms including linear, on demand, digital and mobile. Brown has had leadership roles with ESPN, Tennis Channel, Outdoor Channel and most recently served as EVP of Distribution at OneWorld Sports.

Cohen was named SVP programming strategy & content development and will develop strategic programming initiatives and digital opportunities for Anthem's content, production and live events across multiple platforms. Cohen has held senior management roles at HBO, MTV, Billboardlive, The Box Music Network, MuchMusic and CNN International. Both men had served as strategic advisers to Anthem in the past.

“Randy and Peter have each achieved a high degree of professional success throughout their respective careers, and I am delighted to announce they are joining the Anthem team and will continue expanding Anthem’s rapidly growing revenue base and content portfolio,” said Anthem CEO Leonard Asper in a statement. “They are key members of what is evolving as an extraordinary management team that will help accelerate our growth and expansion into the future.”

Anthem agreed to purchase a majority stake in AXS TV and HDNet Movies on Sept. 9. In addition, AXS founder Mark Cuban and entertainment personality and producer Steve Harvey hold minority stakes in the combined company.

The addition of AXS TV beefs up Anthem’s portfolio of sports programming -- like Impact Wrestling and Fight Network -- with WOW: The Women of Wrestling and New Japan Pro Wrestling -- and adds shows like The Big Interview with Dan Rather and music content like TrunkFest with Eddie Trunk, AXS Concerts and Rock and Roll Road Trip with Sammy Hagar.

Anthem Sports and Entertainment founder and CEO Len Asper found himself in a bit of a firestorm Wednesday. The day after he signed what is so far the biggest deal yet for his fledgling sports and music company -- the purchase of a majority stake in AXS TV and HDNet Movies-- reports spread quickly claiming the deal gutted the acquired companies' employee ranks, a contention the Anthem chief denies.

After news of the deal broke, there was a smattering of talk that as many as 40 people at AXS would lose their jobs as a result, a number that tended to escalate as more people got into the mix. According to some articles, the actual number of AXS employees without jobs could be as high as 80, when contract employees and freelancers were counted.

Asper confirmed the 40 layoffs in an interview, but added that it included contract and freelance workers. He estimated that AXS had between 130 and 140 employees before the deal closed, and now has about 100. Combined, he said Anthem and AXS currently have about 210 employees and that there are no further layoffs planned.

Asper added that most of the layoffs were in positions that were duplicated at Anthem and that the bulk occurred in Denver. At its Los Angeles location, four employees were let go, while eight still remain. He added that the layoffs represented less than 20% of the workforce.

Anthem held Town Hall meetings with employees in Los Angeles and Denver to explain the workforce reductions, Asper said. 

“We were very clear with the staff. We spoke to the staff yesterday,” Asper said. “We did it all at once.”

It was expected that employees that were terminated received substantial severance packages from AXS.

Asper also disputed reports that AXS TV closed its Dallas office -- he claimed that prior to the deal closing AXS had about a dozen workers in the Dallas area that were working from home or occupying space at a facility owned by AXS founder Mark Cuban in the city. But he declined to say how many remain.

“Some are staying and some are not,” Asper said.

In an email message, Cuban declined to comment. But other sources familiar with AXS said that the financial blow to many employees was likely lightened by bonuses Cuban issued company-wide in the summer. Those sources said the bonuses amounted to more than $5 million in total. While it couldn’t be determined if every employee received a bonus, sources said that most did. And though the payouts were likely based on each employee’s base salary and probably varied widely, at $5 million, each one of AXS TV’s 140 employees would have received an average bonus of $35,714.

A day after it announced its deal to sell a majority stake to Canadian programmer Anthem Sports and Entertainment, AXS TV has laid off at least 40 employees, including most of the workers in its Dallas office as the ink barely dried on the transaction.

Anthem agreed to buy a majority stake in AXS TV and HDNet Movies, two cable networks owned by internet guru Mark Cuban, for an undisclosed sum on Sept. 9. AXS TV and HDNet Movies have about 100 employees. But according to The Wrap, quoting Anthem spokesman Bob Gold of PR firm Bob Gold & Associates, about 40 people were let go, mostly in redundant positions to those at Anthem and that those layoffs were in the works for about six months.

Multichannel News had attempted Tuesday to confirm rumors that AXS TV had let go about 40 employees, but Anthem and its PR firm would not confirm the number at the time.  

The Wrap reported that in addition to most of the Dallas office being let go, about one-quarter of employees at AXS TV offices in Los Angeles were jettisoned, as were most of its team in Denver.

At least two relatively high profile executives were on that list -- long-time cable publicist Cindy Ronzoni and New Japan Wrestling executive producer and AXS TV VP of business and legal affairs Adam Swift, who tweeted about their departures yesterday.

[embed]https://twitter.com/cindyronzoni/status/1171211398044475392[/embed]

Wrestling fans have also been on top of the transaction, with wrestling.com citing the closure of the Dallas office Tuesday. 

[embed]https://twitter.com/AdamMSwift/status/1171520962702897153[/embed]

The Wrap reported that about one-quarter of employees at AXS TV offices in Los Angeles were let go, and most of its team in Denver.

[embed]https://twitter.com/marc_raimondi/status/1171558035791024131[/embed]

Toronto-based Anthem Sports & Entertainment Corp. has officially acquired a majority interest in TNA Impact Wrestling.

Anthem, which also operates Fight Network -- Impact Wrestling’s exclusive broadcaster in Canada – has formed Anthem Wrestling Exhibitions LLC to operate the wrestling franchise, according to company officials. 

Anthem Sports & Entertainment Corp. executive vice president Ed Nordholm will serve as president of Anthem Wrestling Exhibitions LLC. Dixie Carter, chairman of Impact Ventures -- the parent company of TNA Impact Wrestling -- will resign her position and join the Advisory Board of Fight Media Group, focusing on the global growth of the Anthem’s combat sports brands.

The announcement follows Anthem's having settled a financial dispute between TNA Impact and William “Billy” Corgan over financial loans Corgan made to Impact Ventures.

“We are thrilled to have acquired TNA IMPACT Wrestling,” said Nordholm in a statement. “As we grow Anthem’s linear, digital and mobile platforms globally, top tier content with global appeal is key to that success and this acquisition is a perfect strategic addition to our portfolio. IMPACT has been a dominant wrestling brand around the world for more than a decade and we are confident that Anthem can leverage its assets and strategic partnerships to take IMPACT Wrestling to even greater heights.”

Carter, who will remain a minority equity shareholder, added: “We have worked hard to find the right company who would acquire TNA, use its strategic influence and have a long-term commitment to the brand. TNA’s incredible fans, talent and staff deserved to see the brand continue to thrive after 15+ years of incredible growth.  I’m excited to move to a new position and work with Anthem on their global strategic plan, and I am confident TNA IMPACT Wrestling is going to be a huge part of their success.”