Paramount Australia has confirmed its Network 10 broadcast and 10Play streaming business has pulled its alliance with ThinkTV, throwing the commercial TV body’s future into further uncertainty following the exit of CEO Kim Portrate.

Mi3 understands the broadcaster formally ended its backing of the industry marketing body in December, after informing ThinkTV in June of its intention to withdraw financial support.

In a statement to Mi3, a Network Ten spokesperson said: “We are no longer shareholders of ThinkTV but remain focussed on optimising and deepening collaboration with our fellow broadcasters and existing industry groups to effectively champion the power and importance of Total TV to the advertising market and community.”

The broadcaster is expected to continue its backing of OzTam’s VOZ Total Measurement and VOZ Streaming solutions, with a renewed focus on driving regulatory reform via Government collaboration.

Ten’s departure leaves the Seven and Nine networks as ThinkTV’s last remaining members and financial contributors - Foxtel pulled out in 2023 over audience reporting issues, and free-to-air broadcasters denial of its request to join the board of TV measurement body OzTam.

Paramount's decision aligns with industry rumblings last year that Portrate had been off ThinkTV’s books since the end of 2024. Mi3 made inquiries ahead of Christmas and was met with outright denials.

There has been speculation in market for some time that ThinkTV - one of three industry body’s representing the commercial TV broadcasters alongside OzTam and FreeTV - may eventually be consolidated into OzTam.

Market rumbling have intensified in recent months with the marketing body unusually quiet - it was created in 2016 to advocate the benefits of TV advertising, with a similar remit to the UK’S Thinkbox.

Seven West Media boss Jeff Howard hinted to change earlier this week during the broadcaster’s first half earnings call, telling investors he had been in talks Ten and Nine bosses to improve industry collaboration by driving synergies and efficiencies in areas where they are doing things “duplicate” or “triplicate”.

“We’re looking at the industry bodies as well, we want to make sure we’re getting the best value out of the industry bodies that represent [us]. So, a lot to do on that front," he said.

Off the back of Portrate’s exit, the ThinkTV board said it would soon share further details on the shifting “structure and direction” of the industry body in light of “rapid change” to the sector in the past decade.

“ThinkTV will continue to champion the benefits of Total TV, and the board will share more details of how the organisation will do this in due course.”

- Additional reporting by Kalila Welch