Sky will continue to show pay TV channels including Comedy Central, Nickelodeon and VH1 as it extends its commercial partnership deal with Viacom in the UK and Ireland for another five years.
Viacom’s recent acquisition, Channel 5, will also have its suite of channels – 5, 5 USA and 5* – added to the portfolio of 17 Viacom channels already sold by Sky Media from June, with the broadcaster’s sponsorship, digital and on-demand sales also set to be sold as part of the agreement.
Viacom is wholesaling its commercial impacts to Sky Media, which will now be the sole re-seller of all Viacom advertising inventory in the UK and Ireland. The Guardian reports that the vast majority of Channel 5’s existing 100-strong sales force will lose their jobs when the business is integrated into Sky Media from 1 June.
“Sky is a highly-valued partner for Viacom and we’re delighted to extend our relationship for the benefit of our viewers and advertisers,” said Viacom president for UK, Australia and Eastern Europe, David Lynn.
“We’re convinced Viacom’s interests are best served by a single point of advertising sales in the UK and Ireland and that Sky Media, with its strong track record of selling our pay TV channels and its innovative approach to improving the targeting and effectiveness of TV advertising, is best placed to provide it.”
Andrew Griffith, chief financial officer and managing director, commercial businesses, Sky, added: “The extension of our partnership with Viacom is great news for Sky customers as well as advertisers.
“The addition of Channel 5 will further strengthen Sky Media’s extensive channel portfolio. Advertisers will now have access to an even broader range of opportunities to reach customers using Sky Media’s creativity and innovation.”
