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# Channel 4 Sales becomes Paramount’s UK ad sales partner, ending Sky deal
- URL: https://fabric.media/channel-4-sales-becomes-paramounts-uk-ad-sales-partner-ending-sky-deal/
- Published: 2026-09-15T23:19:44.000Z
- Updated: 2026-09-15T23:19:44.000Z
- Description: Channel 4 and Paramount announced a long-term partnership, valued at over £300 million, under which Channel 4 Sales becomes the exclusive UK ad sales partner for 5 and other Paramount networks starting in 2027.
- Author: Fabric.Media Editorial
- Tags: Agencies, Nik Roseveare, Channel 4 Sales becomes Paramount UK ad partner

**Why it matters.** Advertisers now get a combined Channel 4-5 sales proposition with greater reach, while Sky loses a major ad sales client and Channel 4 Sales gains scale amid its own workforce cuts.

*Signal from* [*advanced-television.com*](https://advanced-television.com/?ref=fabric.media) *·* [*Nik Roseveare*](https://fabric.media/tag/by-nik-roseveare/) *·* [*read the original*](https://www.advanced-television.com/2026/09/15/channel-4-sales-to-become-paramounts-uk-ad-sales-partner/?ref=fabric.media)*.*