LONDON — Pay TV operator Sky and Viacom Intl. Media Networks have extended their partnership in the U.K. and Ireland for a further five years, and have expanded their advertising sales relationship to include Channel 5 and its sister channels. The five-year deal extension ensures Viacom’s pay TV channels — including Comedy Central, MTV, Nickelodeon and VH1 — will continue to be available in all Sky homes.

Channel 5’s suite of channels — Channel 5, 5 USA and 5* — will be added to the portfolio of 17 Viacom channels already sold by Sky Media, Sky’s advertising sales division, as of June. Channel 5’s sponsorship, digital and on-demand sales will also be sold by Sky Media as part of the arrangement. Viacom is wholesaling its “commercial impacts” to Sky Media, which will now be the sole re-seller of all Viacom’s advertising inventory in the U.K. and Ireland.

David Lynn, president, VIMN U.K., Australia and Eastern Europe, commented: “Sky is a highly valued partner for Viacom, and we’re delighted to extend our relationship for the benefit of our viewers and advertisers. We’re convinced Viacom’s interests are best served by a single point of advertising sales in the U.K. 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, Sky chief financial officer and managing director, commercial businesses, 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.”

Sky Media represents all of Sky’s channels and websites across sports, news entertainment and movies, as well as a further 26 broadcasters, including Viacom, Discovery Communications, National Geographic, Fox and NBCUniversal. Sky Media’s portfolio of channels reaches almost 50 million people in the U.K. every week on average.