The Advertising and Marketing Partnerships unit will develop bespoke advertising for clients such as sponsorship, branded content, licencing and new-media deals across VBS's portfolio of channels including MTV, Nickelodeon, VH1 and Paramount Comedy.
With 10% of Viacom's revenue coming from partnership deals and the figure set to rise, Nick Bampton, managing director of VBS, said clients and audiences can benefit from the new division.
"In launching AMP, with a spotlight on close client partnerships, we can showcase the relevance of bespoke advertising solutions for both a client's brand and for the audiences that we deliver," he said.
Viacom has appointed its commercial director Daniel Salem to run AMP as head of partnerships and is looking to expand the division over the coming months with a number of key appointments.
In addition, VBS is launching a new magazine for its advertisers and agencies to keep them up to date on Viacom's channel brands, partnership deals and programming news. It will also contain interviews with celebrities and senior staff.
To mark the launch of AMP, a competition will be run for client brand managers, offering the chance to win £20,000 towards developing an advertising campaign.
VBS represents all of Viacom's broadcast brands including MTV, MTV Hits, MTV Dance, MTV2, MTV Base, VH1, VH2, VH1 Classic, TMF, Nickelodeon, Nick Replay, Nick Jr, Nicktoons TV, Paramount Comedy, PC2 as well as E! Entertainment.
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