Paramount Pictures International to Consolidate Worldwide Media Communications with Mediaedge:cia.

LONDON -- Mediaedge:cia (MEC) www.mecglobal.com, today announced it has been awarded the consolidated Paramount Pictures International and Paramount Home Entertainment International worldwide media assignments.

Mediaedge:cia US has been Paramount's agency of record in the US since 2004, in addition to handling 12 markets globally under United International Pictures (UIP) - the Paramount and Universal joint distribution arm that disbanded last year.

Paramount Pictures International commenced business on January 1, 2007, and has been reviewing its agency position in light of setting up dedicated Paramount offices in key territories around the world. The alignment with MEC will continue to evolve as new stand alone Paramount offices are opened over the next 18 months.

MEC have existing relations with UIP in Argentina, Finland, Norway, Sweden, Malaysia and Singapore.

"Our decision to consolidate global media communications with MEC and the GroupM network was driven by our desire to improve the effectiveness and efficiency of our media spending globally," said Simon Combes, VP International Media. "While we anticipate the move will deliver significant improvement in financial efficiency, we are just as excited by MEC's plans to introduce full picture life-cycle planning and replicate the level of strategic insights and business gains MEC has helped us achieve in other markets. As the media marketplace continues to consolidate, we see the increased potential for global media deals with our top media suppliers."

"We are extremely delighted that Paramount Theatrical and Home Entertainment have decided to consolidate with MEC around the world," said Alastair Aird, MEC's Chief Operating Officer, Global. "We are tremendously proud of our relationship, and the work we have provided Paramount and UIP around the world and look forward to extending it throughout the network."

About Mediaedge:cia

Mediaedge:cia (MEC) is the first global communications planning and implementation agency. We get consumers actively engaged with its clients' brands leading to relevant awareness, deeper relationships and stronger sales. Our services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, branded content and entertainment marketing. Our 4,000 highly talented and motivated people work with local, regional and global clients from 220 offices in 76 countries. MEC is a founding partner of GroupM, WPP's media investment management group. For further information, visit www.mecglobal.com

About Paramount Pictures Corporation

Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a leading content company with prominent and respected film, television and digital entertainment brands. The company's labels include Paramount Pictures, Paramount Vantage, Paramount Classics, DreamWorks, MTV Films and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studios, and Worldwide Television Distribution.