Major overhaul for in-house Real Madrid TV

Real Madrid are relaunching their in-house television network and have appointed Javier Baena to oversee the commercial aspect of the project, reports, www.sportspromedia.com/.

Bean was previously an audiovisual assistant at La Liga, the governing body of Spanish soccer's top two domestic leagues. During his time at the governing body, he was part of the team that focused on expanding the internationalisation of La Liga's broadcast rights packages.

At Real he will be responsible for commercial sales on Real Madrid TV and exporting the channel to international broadcasters in each territory. The club are also looking to commercialise individual content or programming to international broadcasters or other media organisations, including brands.

Crucially, Baena will be joining the club itself, rather than multimedia communications company Mediapro, which has previously managed the channel for the 13-time Champions League winners.

Through Baena's experience – he also worked as a commercial director for Mediapro prior to joining La Liga – it is thought that he is seen as a crucial part of the platform's global growth and commercialisation. The service achieved a market share of less than one per cent in 2018.