Paramount’s Strategic Acquisition of SCA Assets Reinforces Network 10’s Regional Commitment – Paramount Australia – the parent company behind Network 10, Paramount+, Nickelodeon, and MTV in the Australian market –acquired Southern Cross Austereo’s (SCA) television assets from March 1.
In February, it also announced it had signed an agreement to acquire WIN Network’s (WIN) Northern New South Wales television licence, a deal which is still subject to due diligence and regulatory approval.
This strategic move underlines the company’s commitment to regional audiences while reinforcing its position as a major player in the Australian television landscape.
Rod Prosser, Chief Sales Officer at Paramount Australia, said:
“This is a transformative moment for Paramount Australia’s commercial capabilities. By bringing together our metro and regional sales teams under one roof, we’re now able to offer advertisers a truly national footprint with local expertise. The combined strength of our teams delivers unprecedented value to our clients and partners.”
Continued Focus on Regional News Updates
Network 10 will maintain SCA’s former production of regional news updates under existing deals and contracts via Hobart with the focus on seamless regional content.
Maintaining Regulatory Obligations with Noodle Updates
In line with regulatory requirements, 10 has confirmed that it will continue to deliver regional news updates. However, there are no plans to expand these updates into full bulletins. The commitment ensures that viewers across regional markets still receive local content, news, sport, and events without disruption.
Regional Playout and Future Contract Assessments
While 10’s metro playout operations are handled internally, the acquired SCA will continue under the existing regional playout arrangements via NPC and MediaHUb.
Nickelodeon Expansion Remains Limited in Regional Areas
Despite the expanding portfolio, regional viewers of free-to-air broadcast signals seeking the full suite of 10’s multi-channel offerings, including Nickelodeon, will not see an expansion into their markets. Paramount has no current plans to extend these services outside the metropolitan regions, a decision that will likely prompt further discussions as regional market dynamics evolve. However, viewers can watch all of Network 10’s channels via 10 Play on connected devices, including 10 Bold DRAMA, 10 Peach COMEDY, Nickelodeon and more than 50 FAST channels, or Free Ad-Supported Streaming TV channels.
Staff Integration
From March 3, all former SCA regional TV sales and news updates staff were integrated into the relevant Paramount divisions—continuing to work in their areas of the business. This staff realignment supports the broader strategy of consolidating operations under the Paramount umbrella while preserving local expertise.
Leasing of Regional Offices
Paramount confirmed that SCA’s associated contracts, equipment and leasing arrangements in relation to the regional TV licences and news updates were also included in the acquisition.
Broader Strategic Investment and Market Position
Often referred to as the “3rd network,” 10 is far from resting on its laurels. The acquisition of SCA’s regional assets and the forthcoming WIN Network’s Northern New South Wales licence reinforces Paramount’s aggressive investment strategy in both linear television and subscription services. With these acquisitions, 10 now commands a larger linear footprint across Australia than Nine, further solidifying its market position.
Recent media releases highlight additional strategic moves such as the appointment of Kat Droulers as Queensland Sales Director – Ad Sales. This leadership integration, along with the merging of regional sales teams into the metro offices, underpins the network’s commitment to delivering a unified national Total TV offering that balances metropolitan expertise with regional market insights.
A Promising Programming Slate Ahead
Paramount’s investment is set to yield dividends on the programming front. Viewers can expect a dynamic lineup throughout the year with shows such as Sam Pang Tonight, Ghosts Australia, Talkin’ ‘Bout Your Gen, Big Brother, Have You Been Paying Attention?, The Cheap Seats, MasterChef Australia and more. The network’s renewed commitment to local content was evident in 2024 when it increased its news output by adding lunch-time, afternoon and late night bulletins and successfully brought local news back to Queensland.
As Paramount continues to innovate and invest in both its regional and metro offerings, the acquisition of SCA assets marks a significant step towards a more integrated, efficient, and expansive Australian broadcasting landscape. With robust investments in technology, content, and talent, Paramount is poised to redefine local and national television standards in the years ahead.
TV Central 10 content HERE
Link to 10 Play HERE
Paramount’s Strategic Acquisition of SCA Assets Reinforces Network 10’s Regional Commitment
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Oh so we here in nnsw will not be getting nickelodeon.I hope they will remove gold(win)once ten takes over also will get 10bold in HD.
Oh so we here in nnsw will not be getting nickelodeon.I hope they will remove gold(win)once ten takes over also will get 10bold in HD.Its absolutely ridiculous 10 has only 1 hd channel in regional areas.