Paramount was the first of the Australian television networks to pitch its Upfront 2025.
The opening event was in Sydney at a 10 studio, with others to follow.
Paramount is repositioning its platforms as one for advertisers, a move already pitched in private to major media agencies.
Connect, announced at Paramount's 2025 Upfront presentation, allows marketers to target audiences in one transaction across every platform and program in Paramount’s content ecosystem.
The technology gives form to the concept of total TV, removing audience duplication, allowing one ad booking point for all platforms.
Media agencies commended Paramount’s digital-first strategy, highlighting the “significant” and “unique” converged advertising trading technology revealed at the network's Upfront 2025.
The entertainment-focused programming lineup, which includes a number of tentpole franchises coming back alongside the return of Big Brother to the network, was also highlighted as a bright spot for advertisers.
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