Channel 4 Snags All 5 Paramount UK Channel Ads, Leaves Streaming Out

**Channel 4 and Paramount UK Network 5 Forge First‑Ever Public‑Service Advertising Deal**

Channel 4 and Paramount UK network 5 announced a historic advertising partnership on Monday, marking the first time two UK public‑service broadcasters have joined forces over commercial sales.

The agreement places Channel 4 Sales as the exclusive partner for a wide range of Paramount brands in the United Kingdom, including all of Network 5’s TV and streaming properties. The deal also keeps Paramount Advertising International in charge of its direct‑to‑consumer platforms such as Paramount+ and Pluto TV.

Under the terms, Channel 4 Sales will handle airtime sales across Network 5’s channels—Milkshake!, 5USA, 5Star, 5Select and 5Action—as well as Paramount UK networks MTV, Comedy Central and Nickelodeon.

Paramount Advertising International will continue to manage advertising for its streaming services and social, sponsorship and creative partnerships. The existing advertising arrangement with Sky will run until the end of this year.

The move signals a new commercial strategy for both broadcasters, offering advertisers a seamless reach into trusted public‑service audiences while supporting investment in British programming. It also comes as Channel 4 CEO Priya Dogra carries out a review that includes nearly 350 staff layoffs.

## Background & Context

Prior to this partnership, Channel 4 and Paramount UK had no shared advertising arrangement; instead, Paramount and Sky held the exclusive deal until the end of 2025. The new pact widens Channel 4 Sales’ portfolio to include all of Network 5’s broadcast and streaming outlets, creating a single sales umbrella for multiple premium channels.

Meanwhile, Paramount Advertising International retains control of its in‑house brands, ensuring continuity for services like Paramount+ and Pluto TV.

The agreement also reflects a broader industry shift toward consolidating ad sales across multiple platforms. By uniting the commercial arm of a public‑service broadcaster with a large media conglomerate’s portfolio, the deal offers advertisers access to a diverse set of audiences that were previously managed separately.

## What People Are Saying

Channel 4 CEO Priya Dogra called the partnership “a tremendous proposition for advertisers, rooted in the power of public service broadcasting.” She added that “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.” Dogra’s comments come as she leads a comprehensive review of Channel 4’s operations and staff.

Network 5 chief Reemah Sakaan echoed the enthusiasm, noting that “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.” Sakaan highlighted the cross‑platform reach that the partnership would bring.

## What Happens Next

The new arrangement will take effect immediately, superseding the existing Sky partnership for most of Network 5’s channels. Advertisers will now work through Channel 4 Sales to secure airtime across a broad spectrum of content, from children’s programming on Milkshake! to adult‑oriented shows on 5Action.

Paramount Advertising International will continue to sell for its streaming services, maintaining a clear split between broadcast and direct‑to‑consumer sales.

As part of the broader review, Dogra has already announced plans to lay off nearly 350 employees, . The partnership is expected to offset some of those cuts by creating new commercial opportunities and revenue streams that will help fund future British programming investments.

The collaboration’s success will hinge on how well the combined sales teams can deliver the promised audience reach and targeting advantages.

In sum, the Channel 4–Paramount UK deal marks a significant milestone for UK public‑service broadcasters, blending traditional television with modern streaming platforms to offer advertisers a unified, expansive reach while supporting domestic content production.