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Channel 4 & Paramount Forge Historic Ad Pact
15 Sep
Summary
- Two UK public service broadcasters are partnering on advertising for the first time.
- Channel 4 Sales will exclusively handle ads for a broad portfolio of Paramount brands.
- The collaboration aims to offer advertisers larger audiences and new commercial opportunities.
Channel 4 and Paramount UK have established a historic collaboration, uniting two public service broadcasters for advertising sales. Channel 4 Sales will now exclusively manage advertising across a significant portfolio of Paramount's brands in the UK.
This includes airtime sales for Paramount's TV and streaming channels such as MTV, Nickelodeon, and Comedy Central, alongside Channel 5's extensive offerings. The agreement allows Paramount Advertising International to focus on its direct-to-consumer platforms like Paramount+ and Pluto TV.
This strategic move, spearheaded by Channel 4 CEO Priya Dogra, is anticipated to offer advertisers unparalleled access to diverse audiences. It represents a significant step in maximizing commercial potential for both broadcasters while supporting the creation of British content.
