Former La Liga Exec Javier Baena To Relaunch Real Madrid TV

Real Madrid earlier this month hired Javier Baena, who played a "key part" in the internationalization of La Liga's broadcast rights while working for the Spanish league for the last three years, to lead the commercialization of Real Madrid TV, according to Marc Menchén of PALCO23. Baena previously served as commercial director of advertising firm GDM from '92-96, then worked for Telemadrid until '00. He was Mediapro's commercial director from '02-07. His objective at Real Madrid TV is to "increase the channel's advertising revenue." In '18, Real Madrid TV's average audience had a market share of less than 1%. He will also be in charge of the channel's branded content (PALCO23, 1/25).