Monterosa Signs Commercial Innovation Talent To The Board

written by: Richard Kastelein

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Monterosa, the UK-based specialist in live social entertainment has appointed media industry innovator Steve Taylor as Non Executive Chairman, signalling its strategic commitment to increased commercial growth over the next 5 years.

The appointment brings Taylor to the emerging frontier of live event dual screen entertainment, 25 years after his initial foray into broadcast innovation as the format originator, producer and presenter of 'Loose Talk''for Channel 4 in 1984, one of the channel's first 'alternative' commissions.

Simultaneously he edited one of the UK's most iconic publishing vehicles 'The Face', prior to spending 15 years consulting to brands such as Sony, Sega, Virgin and Braun on ways of reaching new audiences.

Throughout the last decade he has held a range of senior positions including Inventor at What IF? and Head of Ideas at media agency Carat. Steve is also works with NESTA, the UK government innovations agency, as a mentor for emerging creative companies, and was in China earlier this year, advising local digital entrepreneurs on behalf of UK Trade & Investment.

His last role was as Director of Development & Innovation at Aegis Media UK & Ireland, identifying future-oriented emerging business opportunities, building business cases and strategies, launching new ventures, integrating acquisitions and creating the advertising business of the future.

He said of his position:

"Monterosa has determinedly pushed innovation frontiers for both formats and technology in dual screen, an area that has the potential to re-boot the TV industry. My mission is to match that with commercial innovation, to help the company and senior management to develop and drive a new commercial structure for TV."

Simon Brickle, Director at Monterosa commented:

"To have such an experienced commercial mind on our board will give a massive impetus to our team, and we look forward to reaping the benefit of Steve's management and corporate development skills. Our brand of live social entertainment has a strong commercial future and Steve is going to be influential in shaping that future with us."

Taylor added:

"...the current advertising model for TV is chronically inefficient and the time is ripe for innovators like Monterosa to establish a new one".

In 2010 Monterosa engaged over 3 million people in realtime Social TV and play-along games through ITV Live with the World Cup, X-Factor and I"m a Celebrity Get Me Out Of Here, and with Channel 4's hit Davina McCall-fronted game-show Million Pound Drop.

Monterosa is pioneering hybrid entertainment formats that have live viewer involvement, gaming and new revenue models baked into the creative concept, re-inventing Live TV.


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