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Channel 4 to sell all Paramount UK TV ads starting January 2027

Media War & Peace’s Evan Shapiro reports that Channel 4 Sales will manage and sell all advertising inventory for Paramount’s UK television portfolio from January 2027, creating what CCO Rak Patel calls the UK’s largest TV sales house, reaching 38 million monthly viewers.

Why it matters. Pooling Channel 4 and Paramount’s UK ad inventory gives the combined sales house more scale to compete for budgets against global digital platforms like YouTube and Meta.

Signal from Media War & Peace · Evan Shapiro · read the original.

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