 That year, the company announced a merger with United Paramount Theaters (UPT) (the former theater division of Paramount Pictures, which was spun off as a result of the "United States v. Paramount Pictures, Inc." antitrust decision), but it was not until 1953 that the FCC approved the merger.By this time, DuMont had begun to differentiate itself from NBC and CBS.It allowed its advertisers to choose the locations where their advertising ran, potentially saving them millions of dollars.