Robertson move

Although Paul Robertson's jump from ctv to Baton Broadcasting was unexpected, what he will bring to his new employer Jan. 3 can be anticipated.Robertson, a packaged goods marketer before he joined the CTV Television Network in 1990, gives the impression the...

Although Paul Robertson’s jump from ctv to Baton Broadcasting was unexpected, what he will bring to his new employer Jan. 3 can be anticipated.

Robertson, a packaged goods marketer before he joined the CTV Television Network in 1990, gives the impression the business retooling he helped bring about at ctv will provide something of a blueprint for his activities at Baton.

Robertson, in an early December interview with Strategy, says the new job offers a ‘tremendous opportunity’ to bring to Baton media buys the customer-oriented approach of added value and promotional consideration that was used at ctv.

‘Yes, I think that some of the things that we were successful in implementing at ctv we’ll be able to take over, and others that will be reinvented to be right for [Baton,]‘ Robertson says.

Douglas Bassett, president and chief executive officer of Baton, is effusive about Robertson.

Bassett cites Robertson’s all-round executive ability, and his success repositioning ctv as a network that is innovative and client-oriented.

Robertson leaves Toronto-based ctv as senior vice-president, programming and marketing.

At Baton, also with its headquarters in Toronto, he becomes senior vice-president of marketing, a member of the Office of the President and president of broadcast sales.

Robertson says he has an open-ended arrangement with Baton, rather than a fixed-term contract.

Robertson succeeds Bill Cox, who, Bassett says, after 32 years with Baton, sought an early retirement.

Baton operates 20 tv stations in Saskatchewan and Ontario.

Its coverage area extends to 58% of English-speaking Canada. Its flagship station is cfto in Toronto.

Robertson dismisses outright the suggestion that his departure for Baton is in some fashion connected to ownership manouvering.

‘There’s certainly no relationship between my move, and speculation with respect to ownership changes,’ he says.

‘I’ve just got a job to do with respect to providing leadership in the sales area. It’s a complex responsibility because there’s national advertising, and the regional and the local, so, there’s a lot to organize how they maximize the use of inventory across those three levels, and that’s what [Baton] felt I was qualified to do.’

As for the ‘branding’ of Baton, Robertson says, going into the new tv universe, it is important broadcasters have a powerful identity.

He says Baton has made good progress in this direction, but adds, whether there is a way to kick its efforts into overdrive can only be ascertained when he begins work next month.