10 Upfronts 2026 | Paramount Australia And LG Ad Solutions Deepen Strategic Partnership With Exclusive CTV Sales Agreement – Paramount ANZ Expands Premium Digital Portfolio With Exclusive Rights To LG Channels’ Australian Advertising Inventory.
Paramount Australia and New Zealand (ANZ) today announced it has been appointed exclusive advertising sales agent for LG’s free, premium content streaming service, LG Channels in Australia. The announcement extends their partnership, which recently included the integration of Paramount’s linear broadcast feeds into LG’s IP-based channel platform.
Paramount ANZ will exclusively sell all LG Channels and third-party inventory within the LG Channels platform, marking a significant expansion of its connected TV (CTV) advertising capabilities in the Australian market and further cementing its digital growth and distribution strategy.
Through this partnership, Paramount ANZ will integrate LG’s CTV inventory, which offers over 130 free streaming channels. Over the past 18 months, LG Channels has experienced substantial growth in Australia, achieving more than twice the number of monthly active users and over six times the total monthly viewing hours.
This unified approach will enable advertisers to access premium, data-driven CTV advertising opportunities through a single, streamlined sales channel.
LG Ad Solutions will continue to bring to market all LG’s digital CTV inventory, including Home Screen advertising units and their data solutions.
Rod Prosser, Chief Sales Officer, Paramount Australia & New Zealand, said:
“This partnership is a major step forward in our digital growth strategy. By combining LG’s high-quality CTV inventory with our existing digital platforms, we’re creating a more powerful and scalable offering for advertisers looking to reach Australian audiences in premium, brand-safe environments. We’re proud to deepen our relationship with LG, a trusted global innovator whose platform continues to redefine the connected TV experience. I also want to acknowledge our exceptional Paramount ANZ Sales team, whose expertise and drive continue to elevate our digital capabilities and deliver outstanding results for our partners.”
Serge Matta, President of Global Ad Sales, LG Ad Solutions, said:
“Partnering with Paramount ANZ, one of Australia’s most trusted and recognisable media brands, allows us to deliver even greater value for advertisers. This collaboration brings together the strength of Paramount’s premium content and market expertise with LG’s advanced data and CTV capabilities, giving brands a powerful way to reach audiences in brand-safe, high-attention environments across LG Channels.”
Tony Brown, General Manager, Home Entertainment Marketing and Content Business of LG Electronics, said:
“LG Channels has seen remarkable growth in Australia, which underscores the momentum of how FAST channels are becoming a central part of the TV experience. Partnering with Paramount ANZ will further strengthen that connection – bringing together premium content, trusted local expertise, and the power of the LG Smart TV platform to create more meaningful opportunities for advertisers to engage audiences where they’re most attentive.”
LG Ad Solutions, the advertising division of LG Electronics, launched its local team in Australia earlier this year and has seen strong growth across LG Channels and Connected TV Home Screen products – driven by premium households, exclusive inventory, and deterministic viewership data. Partnering with Paramount ANZ strengthens a shared commitment to innovation in the digital video landscape, giving advertisers greater reach and flexibility across millions of LG Smart TVs and delivering data-driven, high-attention ad experiences.
Media Release – Paramount
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10 Upfronts 2026 | Paramount Australia And LG Ad Solutions Deepen Strategic Partnership With Exclusive CTV Sales Agreement
