Smithsonian Channel

Niche premium cable network with strong brand equity from the Smithsonian Institution, targeting upscale, educated audiences within Paramount's broader cable portfolio

Smithsonian Channel is a joint venture between the Smithsonian Institution and Paramount Global (formerly ViacomCBS), launched in 2007 to bring the world's largest museum and research complex to television audiences. The network airs documentary, historical, scientific, and cultural programming that leverages the Smithsonian's unparalleled collections, experts, and brand authority. Programming spans topics including American history, aviation, space exploration, nature, and world cultures. From an advertising perspective, Smithsonian Channel operates as a traditional linear television network with a premium, highly educated, and affluent audience demographic. Advertisers value the channel for its brand-safe environment and the prestige association with the Smithsonian Institution. The network sells advertising inventory through Paramount Advertising, which manages ad sales across Paramount's portfolio of cable networks. In the broader media and AdTech ecosystem, Smithsonian Channel participates in Paramount's advanced advertising offerings, including data-driven linear TV, addressable advertising, and streaming inventory through Paramount+. The channel's content also appears on streaming platforms, expanding its addressable audience and enabling more sophisticated targeting capabilities for advertisers beyond traditional linear TV buys.