Paramount and a Coke unit formed a joint venture.

The two companies said they have agreed to form a joint venture to sell national barter advertising for all of their syndicated television programming. It was unclear, however, how the two companies will split profits. “That hasn’t been decided yet,” Paramount Domestic Television President Lucille S. Salhany said. Industry sources said Paramount and Coca-Cola Television want to invest in LBS Communications, a leader in the barter business, but Salhany would say only that “There have been talks with a lot of companies. This company could buy another company.”