Once again, the headquarters of the major media buying offices of Milan and Turin and a selected location in Rome (the home of cinema) were the backdrop for the Viacom International Media Networks Italy Roadshow for launching Paramount Channel (Channel 27); a channel dedicated to movies and TV series. "A new editorial product, characterized by a fresh and original mark, a point of reference for all those who are looking for quality narratives, adding to the linear view also the opportunity to experience and enjoy digital experiences.” On their arrival in the office, planners founded two models wearing tuxedos for a surprising entry as real stars on an iconic red carpet. The elevators, branded with cult titles, continued what we call "environments domination".