Channel 4 and Paramount UK network 5 have signed a deal that lets Channel 4 Sales sell ads across 5’s whole portfolio. It is the first time two UK public service broadcasters have joined forces on advertising.
The Portfolio
Channel 4 Sales takes over airtime sales across 5’s TV and streaming channels:
- Milkshake!
- 5USA
- 5Star
- 5Select
- 5Action
Plus Paramount UK brands like MTV, Comedy Central and Nickelodeon. Paramount Advertising International keeps selling ads for Paramount+ and Pluto TV directly, handling social, sponsorship and creative partnerships too.
The Layoffs
The deal comes during a major change at Channel 4. CEO Priya Dogra has been carrying out a full review of the broadcaster, and her plan will see nearly 350 employees laid off.
What Dogra Said
Dogra called the partnership a “tremendous proposition for advertisers, rooted in the power of public service broadcasting.” She said it would give advertisers “seamless access to a unique portfolio of trusted, premium brands and even larger audiences.”
“This groundbreaking collaboration will give advertisers seamless access to a unique portfolio of trusted, premium brands and even larger audiences,” she added. “It will also generate new commercial opportunities for two distinctive commercial PSBs, helping support further investment in British programming.”
Sakaan’s Take
5 boss Reemah Sakaan framed the deal as a chance to grow 5’s reach. “5 is on an incredible run, delivering must-watch hits that draw large, loyal audiences across every platform,” she said. “Combine that momentum with Channel 4’s commercial strength, and advertisers get a scale and targeting proposition they won’t find anywhere else.”
Why It Matters
The deal brings together two public service broadcasters for the first time on advertising. The arrangement covers a wide range of channels, from children’s programming to youth-focused outlets.
A Familiar Form
This is not a new shape for broadcasting deals. Channel 4 and Sky previously had a similar arrangement, one that would have fallen under Dogra’s remit when she joined Channel 4 from the pay-TV giant’s advertising sales house.
The Pact
The deal is a pact between two public service broadcasters. Channel 4 Sales becomes the exclusive partner for a broad portfolio of Paramount brands in the UK, including All Creatures Great and Small network 5.
The Bottom Line
Channel 4 Sales now sells ads across 5’s channels, and Paramount handles its own direct-to-consumer brands. Advertisers get one point of contact for a wider range of shows.
The deal is historic by any measure. Two public service broadcasters have never before joined forces on advertising, and the arrangement covers a portfolio of channels that reaches audiences across every platform.
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