Rod Prosser.
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Rod Prosser, Chief Sales Officer, Paramount Australia.
As we head into 2026, television is entering its most collaborative era yet. And that matters, because collaboration isn't optional anymore - it's how we all succeed in this market.
At Paramount Australia, we're in a unique position to see this transformation firsthand. Our multiplatform ecosystem reaches over 16 million viewers monthly across 10 and Paramount+. But reach isn't just about numbers. It's about relevance, innovation, and creating meaningful connections with audiences in an accessible way.
We're witnessing partnerships at a scale we haven't seen before. Our data partnerships through Paramount Connect create ease of trading. LG distribution and ad representation partnerships maximise our reach. Adelaide, SambaTV, and LG data – in addition to VOZ - advance our measurement and attention capabilities. These aren't just commercial arrangements; they represent a fundamental shift in how we operate. Strategic partnerships create efficiency for buyers and sustainability for publishers. It's that simple.
The truth is that publishers now face a choice: remain competitively relevant through partnerships or achieve scale large enough to stand alone. The middle ground is disappearing. Advertisers can't spread budgets across dozens of fragmented options anymore - it's too thin, too complex, too inefficient.
Television remains a mass-reaching vehicle. That's not marketing speak—Paramount reaches more people today than we did five years ago. Total TV audiences are stabilising and showing growth. This matters because in a world of increasingly narrow targeting and fragmented attention, mass reach is becoming more valuable, not less.
We're also watching the social media ban for children closely. Will this bring young audiences back to family viewing? I'm not overstating its impact, but it's a shift worth noting.
The measurement story has fundamentally changed. We can now prove ROI with rigour. For dormant brands or conservative marketers, that proof matters. TV is well-positioned to drive brand awareness, and now we can demonstrate it better than ever.
Investment in ad tech will hit new highs in 2026. AI tools are removing operational lag and creating genuine efficiencies. We're innovating hard on ad delivery, and yes, we'll see consolidation as the market matures. That's healthy. The convergence of teams and technology – through development and genuine partnerships – will streamline transactions and deliver scale backed by solid data.
As the economy stabilises, marketer propensity to advertise is increasing. The outdoor correction post-COVID has happened.
2026 will see media partnerships, fewer touchpoints, easier transactions, measurable outcomes and mass reach when it matters most. At Paramount Australia, we're not just adapting to this change—we're driving it. Our multiplatform approach, innovative technologies, and commitment to compelling content position us at the forefront of a media revolution where versatility is the new currency of engagement.
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