Viacom brands totalled 90 North America PromaxBDA Promotion, Marketing and Design Awards at a gala in New York on June 14.
Nickelodeon (21 awards), Comedy Central (27), the Paramount Network (7), Paramount Channel (6), BET (2), MTV (4), Viacom Velocity (6), Viacom Catalyst (1), Viacom18 (10) and VIMN (5) were widely represented across the Gold, Silver and Bronze awards in various categories for domestic and international productions.
Additionally, PromaxBDA honored Debra Lee, BET’s long-time former CEO, with its Lifetime Achievement Award for “her decades of achievement in our entertainment and media industry.”
Congratulations to Lee and to all of Viacom’s PromaxBDA winners and shortlist honorees. Take a look at the full list of winners for each division below:
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.
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.
“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. Yellowstonestarring Kevin Costner, American Woman starring Alicia Silverstone and Mena Suvari, and a re-imagining of the 80s classic Heatherswill 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.
Viacom’s Paramount Channel already has a robust worldwide footprint, with networks spanning Europe, South America, and Asia. The channel has unique programming in 12 countries, including Spain, Russia, Sweden and now one more: Vietnam. Read More
The 2014 CMT Music Awards at Bridgestone Arena on June 4, 2014 in Nashville, Tennessee (Photo: Michael Loccisano/Getty Images)
With Summer Fridays in full swing, most Viacom employees are enjoying a shortened work week to accompany the warm weather. But the news keeps coming… after an explosively successful CMT Music Awards in Nashville this week, we announced a new international channel, while the networks had exciting show launches to announce.
Minister Al Sharpton and singer Aretha Franklin attend the BET Honors 2014 red carpet presented by Lexus at Warner Theatre on February 8, 2014 in Washington, DC. (Photo by Bennett Raglin/BET/Getty Images for BET)
Before we head into a brief weather warm-up in New York this weekend, here are a couple of our favorite highlights from the week, including an insightful read on improv and its role in comedy entertainment:
In other news, the BET Honors premieres this Monday, Feb. 24. Tune in to BET to catch performances from Mariah Carey, Jennifer Hudson, Smokey Robinson and Wayne Brady.http://betpressroom.com/press/release/mariah_carey_jennifer_hudson_janelle_monae_tamar_braxton_smokey_robinson_ka
Viacom International Media Networks is making Spain an offer it can’t refuse.
Bob Bakish, President and CEO of Viacom International Media Networks, is in Madrid today to announce the launch of the first-ever Paramount Channel, which hits the airwaves this Friday, March 30th in Spain – the first of many countries in which the company plans to localize and offer the new channel.
We talked to Bakish about the Paramount Channel, its place in the Spanish television landscape and Viacom’s global expansion plans, and how the company is turning to Don Corleone for the christening of its new network.
Julia Phelps: The first Paramount television channel will be launching in Spain on March 30th. Tell us about the channel – the vision for the brand, the content, the creative…What can audiences expect?
Bob Bakish: Paramount is the oldest Hollywood studio, and it stands for absolute quality, iconic films, and that’s exactly what we want our channel to reflect. The channel will house films from Paramount and other studios, as well as local Spanish titles, all presented in a clean and contemporary way. The channel brand was developed internally, by our in-house creative shop – the World Design Studio in Milan – in tight collaboration with our strategy, editorial, and creative teams. The brand’s look and feel is very loyal to the original Paramount Pictures look and feel.
JP:Why Spain for the inaugural launch? What countries will be next?