Paramount Australia’s Tamar Hovagimian has been steering some of the country’s most ambitious TV partnerships for nearly two decades.
As head of the commercial partnerships division at Network 10, she’s behind integrations that have become industry benchmarks – think MasterChef Australia’s long-running tie-up with Coles, or I’m A Celebrity…Get Me Out Of Here!’s endlessly flexible brand opportunities.
Hovagimian, who has led the partnerships team since 2018, says while the principles of sponsorship haven’t changed, the scale of impact has. “Innovation, platforms and creativity have transformed what partnerships look like today,” she explains.
She points to the rise of “multi-touchpoint ecosystems” as a key shift. “Brands now recognise the value of multi-touchpoint partnerships that engage audiences well beyond the broadcast.
“MasterChef Australia, Australian Survivor, and I’m A Celebrity… Get Me Out Of Here! are great examples of formats where fan engagement and opportunities continue well beyond the show.”
That approach has led to activations stretching from shoppable ads on CTV to pop-up dining experiences.
“Even after 17 years on air, MasterChef Australia continues to deliver innovation and ground-breaking campaigns that only get better,” she says, citing Coles’ extension of in-show dishes into retail shelves and a 360 campaign with LG.
Mastechef Australia’s annual brand lunch
Balancing authenticity with commercial priorities
The word “authenticity” often comes up in conversations about integration – but for Hovagimian, it isn’t just a buzzword. “Collaboration and trust are key,” she says.
“The producers want what’s best for the show and its audience, the brand wants what’s best for their image and customers, and my team’s role is to find that sweet spot for everyone – on brief and on brand.”
She points to I’m A Celebrity… Get Me Out Of Here! as the clearest example of that philosophy. “It’s a format that is only limited by our imagination,” she says.
Convincing brands to take risks
Innovation, however, doesn’t always come easy. Brands are often cautious about unproven models, and that’s where Hovagimian sees her team’s role as part-creative, part-strategic.
“We back creativity with research, strategy, and results. We will never recommend an idea that isn’t right for a brand or that we don’t believe will deliver,” she explains.
Over time, this has built trust with clients and agencies, giving them confidence to lean into new formats.
The five-year Science of Sponsorship study has also armed the team with evidence. Hovagimian highlights one finding: “We made a TVC and commercial assets for a fake chocolate bar called CHUNK, put it alongside the real brands in our study and saw that a program sponsorship can turbocharge awareness for new brands by over 200%.”
I’m a Celebrity…Get Me Out of Here 2025.
Looking ahead
With Big Brother returning to screens, she sees another chance to push boundaries.
“We are amplifying across streaming and social in a way that has never been done before, presenting a really strong opportunity for sponsors,” Hovagimian says.
Despite nearly 20 years at Paramount, her enthusiasm hasn’t waned. “Honestly, every partnership is different which means every day is different, so it certainly hasn’t been a long 19-year tenure, it’s gone so fast,” she reflects.
“The fact that partnerships keep evolving and we keep raising the bar year after year makes it genuinely exciting and keeps us motivated.,” she said.
And her advice to brands stepping into integration for the first time? “There is a reason why brands return to integrated sponsorships, year after year. TV sponsorships work – we have the research and results to back it up.”