Channel 4 and Paramount UK network 5 (previously Channel 5) have struck a historic deal over advertising.
For the first time, two UK public service broadcasters will join together on ads, with Channel 4 Sales becoming the exclusive partner for a broad portfolio of Paramount brands in the UK including All Creaturs Great and Small network 5.
Under the terms of the agreement, Channel 4 Sales will assume responsibility for airtime sales across 5’s portfolio of TV and streaming channels including 5, Milkshake!, 5USA, 5Star, 5Select and 5Action, along with Paramount UK networks like MTV, Comedy Central and Nickelodeon. Paramount Advertising International will exclusively handle advertising sales for Paramount’s direct to consumer brands in-house – including Paramount+ and Pluto TV, while continuing to handle social alongside sponsorship and creative partnerships.
Channel 4 and Sky previously had a similar deal in place, a deal that would have fallen under the remit of new Channel 4 CEO Priya Dogra, who previously ran the pay-TV giant’s advertising sales house.
Having been in the role for several months now, the move represents another big step from Dogra, who has been carrying out a root-and-branch review of Channel 4 and is actioning a plan that will see nearly 350 employees laid off.
Dogra said the partnership is a “tremendous proposition for advertisers, rooted in the power of public service broadcasting.” “This groundbreaking collaboration will give advertisers seamless access to a unique portfolio of trusted, premium brands and even larger audiences. It will also generate new commercial opportunities for two distinctive commercial PSBs, helping support further investment in British programming,” she added.
5 boss Reemah Sakaan added: “5 is on an incredible run, delivering must-watch hits that draw large, loyal audiences across every platform. Combine that momentum with Channel 4’s commercial strength, and advertisers get a scale and targeting proposition they won’t find anywhere else.”
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