Sarah Keith. Credit: Involved Media
Paramount’s 2026 presentation was met with a positive response from agency stakeholders who said the broadcaster’s unconventional approach, rather than a traditional glamorous upfront event, signalled confidence and a clear strategic focus.
Involved Media group managing director Sarah Keith said the broadcaster had stood apart this upfronts season by opting for private briefings with agencies and clients, supported by a media event tied to the Big Brother launch.
Keith said the strategy reflected a more targeted way of engaging the market while reinforcing some of Paramount’s key announcements, including the return of Big Brother to its original home and the new seven-year UFC partnership.
“Paramount and 10 have zigged when others zagged this Upfronts season,” she said.
“Leaning on private briefings for agencies/clients and then a media event around Big Brother.
“It’s been a big year for Paramount globally and the briefings strategy is smart in terms of getting the market across what is happening and also reminding them of some of the big announcements that they have.”
Keith said the decision to move away from the traditional large-scale event projected quiet confidence from the network.
“Many media owners often feel they have to do an Upfront event but the Paramount and 10 team have been able to project confidence without the glitzy ballroom event,” she said.
Initiative’s chief investment officer, Paige Wheaton, said the standout feature of the presentation was Paramount’s focus on technology and integration.
“A key takeaway from Paramount’s presentation was a renewed focus on technology and integration, highlighted by the launch of Paramount Connect: a unified trading platform designed to merge linear, BVOD, SVOD, and FAST inventory into a single ecosystem,” Wheaton said.
“This represents an exciting step forward that could bring greater simplicity and efficiency to the trading landscape, though achieving true scale will depend on broader industry adoption.”
Wheaton said the presentation reflected a television sector growing more confident in its role within the broader media ecosystem.
“These developments signal a maturing television sector, one that is embracing digital’s precision and accountability while reasserting confidence in premium, brand-safe environments,” she said.
“The message from this year’s upfronts is clear: television is no longer content to yield ground to digital.
“The next phase will be driven by data, measurability, and performance rather than relying solely on jazz-hands.”
Wheaton added that Paramount’s track record of meeting its upfront commitments was well recognised, and said future growth could come from applying global insights locally and fostering collaboration among broadcasters.
“Paramount continues to demonstrate a strong record of delivering on its upfront commitments,” she said.
“Looking ahead, it would be valuable to see the network leverage insights and best practices from its global operations.
“For long-term growth and sustainability, greater collaboration among broadcasting partners will be essential.”
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