ABC Sales Ops Go Cross-Media

New York-The ABC Television Network turned up the volume on cross-media ad sales, forming a new, more broadly focused ad-sales unit called ABC Unlimited.

ABC's parent, The Walt Disney Co., last spring consolidated kids' advertising sales for ABC, Toon Disney, Buena Vista Television and other assets into the Disney Kids Network unit. Last fall, the ABC Sports and ESPN ad sales operations were combined under president of ad sales Ed Erhardt.

Now, ABC extends one-stop shopping to encompass ad avails across vall of ABC and Disney's media platforms.

Mike Shaw was named president of sales and marketing and will oversee the new unit, which will hire about 50 people. Shaw succeeds Marvin Goldsmith, now executive vice president of the ABC Broadcast Group.

Other TV and cable networks have already been active in integrated ad sales. Turner Broadcasting System Inc. led the way with its Turner Marketing Solutions Group in 1994. A goal is landing long-term ad commitments. TBSI's operation recently signed The Coca-Cola Co. to a 10-year, $200 million-plus multiplatform buy.