Paramount Network Launches, Propelling Viacom Into Premium Content Space

by Stuart Winchester, Viacom

Paramount Network launches tonight with a special edition of smash hit Lip Sync Battle, propelling Viacom into the premium content universe and building on the century-long storytelling tradition of fellow Viacom property Paramount Pictures.

The launch marks an important business milestone for Viacom, fulfilling a key pillar of CEO Bob Bakish’s strategic plan and cracking open potential for new marketing and advertising partnerships behind a star-studded slate that blends the best of the retiring Spike network with high-quality scripted programming.

The network will rumble to life at 9 p.m. ET with Lip Sync Battle Live: A Michael Jackson Celebration, a showcase of the legendary musician’s hits starring Neil Patrick Harris, Taraji P. Henson, Hailee Steinfeld, Laverne Cox and others.

Paramount Network completes CEO Bob Bakish’s flagship six strategy

The Paramount Network launch culminates a monumental yearlong effort to reorient Viacom under CEO Bob Bakish, consolidating resources under the company’s most iconic brands. The focus around six flagships – Nickelodeon, Nick Jr., MTV, Comedy Central, BET and Paramount Network – is a strategy Bakish had successfully implemented in his decade-long run as head of Viacom International Media Networks.

The strategy has proven successful on the domestic front as well. Nickelodeon and Nick Jr. remain the top kids brands, MTV has ignited a primetime ratings and programming resurgence, Comedy Central completed 2017 with its best ratings week of the year, and BET just completed its 16th year as the top cable network for African-Americans. The last piece was the launch of Paramount Network.

“There’s no better way to better encapsulate Viacom’s strategy change under Bob Bakish than to look at the creation and launch of the Paramount Network,” notes TBI Vision.

Paramount Network launches Viacom into the premium content game, with big stars and great stories

Paramount Network’s premium scripted content will launch Jan. 22, when Waco, co-starring Michael Shannon and Taylor Kitsch, debuts. Yellowstone starring Kevin Costner, American Woman starring Alicia Silverstone and Mena Suvari, and a re-imagining of the 80s classic Heathers will follow later this year.

“The audience has an expectation that there are going to be big names, big stars, great storytelling, great characters, and I think that’s what we have to focus on,” Paramount Network President Kevin Kay told Variety.

Paramount Network opens up tremendous partnership opportunities

The combination of captivating content, huge talent and high production generates enormous interest not just from fans, but also from advertising, distribution and creative partners who want to do business with Viacom.

“All the groups together went out and presented to both the movie studios, to our agency clients, and then to our distributors as well,” recalled Kay when asked how partners have been processing the rebrand. “People understood why we are rebranding Spike as Paramount Network, they’re excited to work with us, and the biggest thing I think that came both on the distribution side and on the ad-sales side was that clients said, ‘we want to be your partners.’”

The best of Spike is coming along

When the tribute to the King of Pop ticks to life tonight, the long-running Spike network will cease to be in the United States, gifting to Paramount Network its top unscripted programs – Ink Master, Bar Rescue, and Lip Sync Battle – plus Bellator MMA.

This mix of legacy unscripted programming establishes the net’s impressive versatility and provides a stable complement to Paramount Network’s still-evolving scripted slate.

“We’ve got scripted dramas, non-scripted in a big premium way, we’ve got scripted comedies, we’ve got docuseries, and we’ve got Mixed Martial Arts,” Kay told Deadline. “If you look around at the broadcast networks, that’s not a bad model to me. On the broadcast networks, you’ve got drama nights, you’ve got comedy nights, you’ve got sports nights. You’ve got a lot of variety for different viewers across a very broad audience. I feel that’s where we want to be.”

Nobodies will also migrate to Paramount Network, from Viacom’s TV Land. There are more original concepts in development, including sketch comedy series Browntown in collaboration with leading Latino-focused digital media brand mitú.

Paramount Network builds on Paramount Picture’s century-long legacy

Paramount Network takes its name from the rich DNA of Viacom’s Paramount Pictures, the 105-year-old Hollywood icon whose deep catalogue houses some of the most memorable films ever made, including Titanic, Forrest Gump, and the Godfather films. While Paramount Network and Paramount Pictures will operate separately, their relationship will mirror that of other Viacom properties under Bakish, in which the brands collaborate with the movie studio to maximize the reach of intellectual property.

“There’s a real big need, and there’s a want, a desire, for us all to work together really closely, to both exploit [Paramount Pictures’] library and then to help promote the movies, and then to potentially create some great programs for Paramount Network,” Kay explained.

Paramount Pictures also owns the Paramount Television production studio, which tripled its revenue in 2017 through a steady stream of high-quality content, including the Netflix sensation 13 Reasons Why, Epix’s Berlin Station, and Shooter on USA.

“There is incredible demand for high-quality television content and the reality is, there are not that many places that you can get it,” Bakish said at the at the UBS Global Media and Communications Conference in December, underscoring the importance of Paramount Television.

The Paramount name resonates globally – Viacom offers a network called Paramount Channel in select markets outside of the United States. According to Bakish, it is the largest ad-supported movie channel in the world.

Legends Return and Stars Unite as Viacom Nets Stuff the Content Pipeline

by Stuart Winchester, Viacom

It’s a time of great energy and invention at Viacom, with our networks announcing new shows, series extensions, and reboots weekly.

“Content is what Viacom is,” Viacom CEO Bob Bakish told CNBC’s Julia Boorstin last week. And this robust content pipeline underscores that point as ratings continue to creep up at core channels and fourth-quarter and full-year earnings map upticks in revenue and other key financial metrics.

The return of those crazy kids of Jersey legend, a beloved host helms an all-new concept, a fan-favorite franchise expands south, an unlikely onstage pairing produces a dazzling country-pop concert, a pair of season renewals drop, and a comedy legend is honored – here’s a look at previews for some our most anticipated programming, all of which MTV, VH1, CMT and Spike have released in just the past week:

MTV:

When Floribama Shore hit with the highest ratings of any network premiere in three years, it underscored fans’ hunger for the return of the Shore franchise. Perhaps foreseeing this enthusiasm, MTV queued up the return of the original series cast with a spot announcing Jersey Shore: Family Vacation during Floribama’s debut.

We don’t have many details or even a premiere date yet, but we know the important stuff: Deena, Pauly D, JWOWW, Vinny, Ronnie, Snooki and The Situation will all be back on our screens, together:

After headlining a pair of MTV classics in Rob & Big and Rob Dyrdek’s Fantasy Factory,  skateboarder and reality star Rob Dyrdek returns to the network headlining Amazingness. Human towers, a hands-free archer, stepladders balanced on teeth – check out what will be – in Dyrdek’s words – “the talent show like no other talent show in the world” beginning this Friday, Dec. 8.

VH1:

VH1 has a New Year’s present for its rabid base of Love & Hip Hop fans – the premiere of the latest complement to the hit shows set in New York, Atlanta and Hollywood: Love & Hip Hop: Miami. Here’s a first look at the series and its ensemble cast, featuring Trick Daddy, Trina, Gunplay and Amara La Negra, among others:

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Waco Releases New Trailer as Paramount Network Ramps Up for January Launch

by Stuart Winchester, Viacom

Boiling out of the Texas plains and straight to Paramount Network comes a story Biblical and American and tainted with violence. The six-part Waco television event resurrects David Koresh (Taylor Kitsch), and his Branch Davidians in their 1993 standoff against the federal government.

In this latest trailer, we glimpse the frantic machinations of both Koresh’s cult embedded in their Mount Carmel Center compound and the ATF and FBI preparing to infiltrate it as the tale spirals toward its tragic, inexorable conclusion.

Waco will debut Jan. 24, just six days after Paramount Network launches on Jan. 12. It will join Yellowstone, starring Kevin Costner, American Woman, starring Alicia Silverstone and Mena Suvari, and a re-imagining of the cult classic Heathers.

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Spike TV to Become Paramount Network in 2018 as Viacom Executes Core Business Strategy

by Stuart Winchester, Viacom

The Paramount Network will launch in the first quarter of 2018, adding a premium entertainment channel to Viacom’s portfolio and executing a core component of the company’s strategic shift under new CEO Bob Bakish. The new net will carry the very best of Spike TV – which Paramount Network will replace – along with high-quality scripted series that will appeal to a broad and diverse audience.

“Our mission is to establish Paramount Network as a prime destination for premium storytelling,” said Kevin Kay, president of Paramount Network, TV Land and CMT. “From Alicia Silverstone as a trailblazing independent working mother in the 1970s to Michael Shannon as an FBI negotiator during the Branch Davidians dramatic standoff and siege, Paramount Network will be the home to compelling stories, unforgettable characters, and high quality production with a distinctive global appeal.”

We have three-quarters of a year until the new property drops onto the airwaves, and a lot more details will emerge between now and then, but here are three things we know right now about Paramount Network:

1) Paramount Network will be a destination for premium storytelling

The Paramount Network’s launch date announcement itemized an impressive roster of scripted series that will roll out in the channel’s first quarter.

Alicia Silverstone and Mena Suvari will star in American Woman, a 1970s drama about family and independence in a feminism-infused landscape. Heathers creates comedy anthology out of the 1988 film of the same name. Waco will transport us back to the standoff at the Branch Davidian compound with an entirely fresh perspective. And I Am Martin Luther King, Jr. is the latest in the acclaimed “I Am” documentary series from filmmaker Derik Murray.

While the already-announced slate is impressive, the possibilities for future franchises are enormous, particularly given the net’s relationship with Paramount Pictures. “Paramount Network is going to support and develop with Paramount,” Kay told The Hollywood Reporter (THR) in a wide-ranging interview. “Whether we make prequels or sequels to franchises that are Paramount movies or we develop our own stuff that becomes Paramount features, the same thing goes for Comedy Central and MTV — they’re in the movie business with Paramount.”

Kay hopes to establish a pipeline that supports eight premium scripted shows in any given year. “That’s a big number in this world we live in today and Viacom seems very willing to support that and help us build to that,” he said.

2) Your favorite Spike stuff isn’t going anywhere

Spike has become a destination for premium unscripted programming, with the full-throttle feel-good Lip Sync Battle joining longstanding network staples Bar Rescue and Ink Master, and all three will migrate to Paramount Network.

Spike, with its deep HD penetration and web of global outposts, was the ideal Viacom property to evolve into the Paramount Network. And, as Kay told THR, while Spike tended to still be viewed as a men’s channel, the iconic Paramount brand carried enormous gravity among fans.

“There is nothing negative in the consumer’s mind about the Paramount name,” Kay told THR. “Older people know The Godfather; some remember the Sherry Lansing years. Younger people know Transformers and Mission Impossible. Those are the franchises they identify with the Paramount name. I think it has a tremendous amount of value and sets a really high bar about premium in the consumer’s mind and it’s up to us not to screw that up.”

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