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Sky has extended its deal with Viacom International Media Networks (VIMN), in an agreement that will see it retain the rights to MTV, Comedy Central, Nickelodeon and VH1 for another five years.

The two firms will also extend their advertising sales relationship to include Channel 5 and its associated channels.

"Sky is a highly-valued partner for Viacom and we're delighted to extend our relationship for the benefit of our viewers and advertisers," said David Lynn, president at VIMN UK, Australia and Eastern Europe.

"We're convinced Viacom's interests are best served by a single point of advertising sales in the UK and Ireland and that Sky Media, with its strong track record of selling our pay TV channels and its innovative approach to improving the targeting and effectiveness of TV advertising, is best placed to provide it."

Andrew Griffith, chief financial officer and MD, commercial businesses, Sky, added: "The extension of our partnership with Viacom is great news for Sky customers as well as advertisers. The addition of Channel 5 will further strengthen Sky Media's extensive channel portfolio.

"Advertisers will now have access to an even broader range of opportunities to reach customers using Sky Media's creativity and innovation."

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