Viacom’s (NYSE: VIA) experiment in cross-company, multiplatform ad sales for MTV and CBS has ended, Ad Age reports. The division known as Viacom Plus started to fall apart last November when CBS opted out. The division was reorganized and renamed MTV Networks Brand Solutions. Now, the two main executives managing the unit—EVP Lisa McCarthy and SVP Marc Weinhouse—have been dismissed and the nine remaining staffers have been spread out to three other units within MTVN ad sales set up in February.

-- Mediaweek: The idea was first conceived as CBS Plus in 1998, with McCarthy as the head from the start. The one Brand Solutions unit not being dismantled is MTVN Generator, which focuses on new business development arm and is managed by Peter Griffin, EVP.

• Yet Another MTVN Re-Org With An Emphasis On Sales