ViacomCBS today confirmed Paramount+ as the new name for the company’s CBS All Access streaming service. The rebrand, which takes effect in early 2021, had been reported in recent weeks and executi…
Julie McNamara, who heads programming for CBS All Access, and ViacomCBS digital chief Marc DeBevoise will discuss the content strategy of Paramount+ later today at NATPE Streaming Plus.
The tension between building an original streaming arena for content ViacomCBS owns versus licensing it out has been notable in recent months. HBO Max paid top-of-market rates for rights to South Park and NBCUniversal’s Peacock licensed a large selection of Paramount film and TV titles.
“Paramount is an iconic and storied brand beloved by consumers all over the world, and it is synonymous with quality, integrity and world-class storytelling,” Bakish said. “With Paramount+, we’re excited to establish one global streaming brand in the broad-pay segment that will draw on the sheer breadth and depth of the ViacomCBS portfolio to offer an extraordinary collection of content for everyone to enjoy.
The company’s Australian streamer, 10 All Access, which is tied to its linear channel Network Ten, will also be rebranded as Paramount+ and will air exclusive rights to Showtime and CBS All Access original series as well as Paramount+ originals and shows from CBS Television Studios, Paramount Television Studios, BET, Nickelodeon and MTV.
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