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:
American Woman premiered June 7 on Paramount Network. Pictured [L to R]: Mena Suvari, Cheyenne Jackson, Alicia Silverstone, Jennifer Bartels.
American Womanpremiered on Paramount Network earlier this month, delivering viewers into a meticulously recreated 1970s Los Angeles, where emerging women’s empowerment clashed with the stubborn and smothering traditions of an old-guard patriarchy.
The series, starring Alicia Silverstone as a bold divorcée who struggles to raise two daughters after dumping her cheating husband, resonated immediately, drawing in more than one million viewers and establishing itself as the year’s highest-rated half-hour scripted series on cable in the key women’s 18-49 and 25-54 demographics. It was also the top social comedy series on Thursday night (per Nielsen).
That American Woman debuted to stellar reviews didn’t hurt. Silverstone especially has been a critical favorite.
“Plain and simple, Silverstone is perfect casting here, and she is great in this role,” wrote Decider’s Lea Palmieri. “She nails the humor, she looks fantastic, and she delivers the intended message and that go-getter attitude in her signature, captivating style. It’s enjoyable to see this woman in particular portray another woman who is as determined to start a new life as she once was to help a classmate become cool.”
Working alongside co-stars Mena Suvari and Jennifer Bartels, Silverstone struggles through a 1970s world that, in its musical score, its publicly abrasive treatment of women, its clothes and its cars, is as convincing as it is alien to an observer from 2018.
“The success of a period piece like American Woman, which deals with an era that at least some of its audience will have known in person, depends greatly on the quality of the atmosphere it creates,” writes MediaPost’s Adam Buckman, who counts himself among those who experienced the 1970s IRL. “This show gets an A+ in this department, including wardrobe, locations, cars and interior décor.”
Jen Bartels [L], who will play a role in Paramount Network’s forthcoming American Woman, and Kelsey Asbille, who will appear in the channel’s Yellowstone, joined Viacom employees in New York City for the company’s annual Viacommunity Day.
For the past 22 years, Viacom’s annual worldwide Viacommunity Day has given back to those in need. On Friday, April 20, thousands of employees across Viacom and its brands once again volunteered to make a difference in communities around the world, from supporting L.A.’s homeless to organizing gun-safety projects in Florida to restoring outdated facilities in New York City.
Joining the Viacom employees for one project at their Times Square headquarters was talent from Paramount Network’s forthcoming originals: Jen Bartels of American Woman (premiering June 7) and Kelsey Asbille of Yellowstone (June 20). The pair sat down with the other volunteers to decorate bags that students at Free Arts NYC can use to carry home the art they create in the program.
“Thank you to Viacom for introducing me to Free Arts NYC. It’s really important for the youth to have access to arts in their daily lives. I definitely want to get involved in their mentorship programs.” – Kelsey Asbille (Paramount Network’s Yellowstone)
Free Arts NYC is important in New York City, where one in three public schools lacks an art room. The program partners with schools in these communities to “create access to the arts and exposure to creative careers” for students. They do this by offering free art days for students and families as well as art parties and free museum days.
Bartels shared that she was, “really proud to be a part of a community like Viacom that takes time out to support others, especially our youth. Sharing our creativity to brighten the lives of the children of Free Arts NYC was extremely fun and fulfilling.”
Peabody Awards highlight ways that media can expand public knowledge, encourage empathy and support those in dire need of help, which Time: The Kalief Browder Story has certainly done.
The docuseries, which premiered last March on Viacom’s Spike (now Paramount Network in the U.S.), helped mobilize support from the community, launching a conversation about prisoners’ rights and the American judicial system, specifically that of New York City.
And this conversation is already inspiring action—such as “Raise the Age,” a bill signed into law by New York State Gov. Andrew Cuomo in April 2017. The legislation will take steps to prohibit the state from charging as adults and incarcerating 16- and 17-year-olds, barring extenuating circumstances.
“His death is here to teach us to save a generation of kids. It’s hard to watch, but important to see.”
– Jay Z, executive producer, Time: The Kalief Browder Story
Such a law could have affected the trajectory of Kalief Browder’s life—at least, the last few years of it. Browder was arrested at 16 for allegedly stealing a backpack. He spent over three years incarcerated at New York City’s Rikers Island prison, where he was regularly beaten and taunted by fellow inmates and prison guards. Ultimately, Browder’s case was dropped due to lack of evidence and witnesses. But he hardly left prison a free man.
Stricken with PTSD from the physical and psychological torture he experienced at Rikers, Browder hanged himself on June 6, 2015.
Kalief Browder as a child. Courtesy of Spike / The Browder family.
Jay Z, who served as the documentary’s executive producer, spoke about its powerful message last year at an event in Times Square.
“His death is here to teach us to save a generation of kids,” he said. “I say this about the movie. It’s hard to watch, but important to see.”
The documentary may have served as a catalyst for actual change—like New York City Mayor Bill de Blasio’s plan to close the notoriously violent prison where Browder spent the last years of his life, and laws such as “Raise the Age.”
Fresh off a successful launch for the Paramount Network, Viacom’s portfolio of adult channels (Paramount Network plus CMT and TV Land), just wrapped the quarter with strong ratings growth – in some cases, the highest in several years, making an essential contribution to the company’s ongoing transformation.
CMT secured its 16th consecutive month of year-over-year ratings growth. TV Land stamped out its best ratings month in more than four years. And Paramount Network debuted its premium content to enormous ratings gains over its predecessor network.
“As we look at how Viacom is performing domestically, there have [been] huge properties and huge networks, and I don’t see that changing,” Frank Tanki, who acts as general manager for CMT and TV Land, recently told Broadcasting & Cable. “We’ve got a lot of support from a lot of the Viacom management team, so I feel good about our future.”
Paramount Network – originals are connecting with new viewers
Driven by the success of the critically-acclaimed scripted event series Waco and anchored by returning hits Lip Sync Battle, Ink Master and Bar Rescue, Paramount Network’s original series are up 94 percent versus a year ago, with significant increases in both live and delayed viewing versus the prior quarter.
“Our goal this quarter was to introduce the channel to new viewers and begin to establish it as the home for premium scripted series,” said Kevin Kay, president of Paramount Network, CMT and TV Land, in a recent email to staff.
Paramount Network’s lineup of premium, high-quality series really gets moving this summer with the launch of several highly anticipated new series, including the sweeping epic drama Yellowstone starring Kevin Costner and written and directed by Taylor Sheridan (Wind River, Sicario, Hell or High Water) on June 20 and American Woman starring Alicia Silverstone and Mena Suvari launching June 7. Later this summer, the dark comedy Heathers and Rest in Power: The Trayvon Martin Story, from producer, Shawn “Jay Z” Carter, will debut. Carter’s most recent project for the network, TIME: The Kalief Browder Story, garnered a prestigious Peabody Award.
CMT – connecting with fans onscreen and off
Driving the ratings growth at CMT is a pivot toward the unscripted fare that its core fans react to so strongly (like most Viacom networks, CMT has drastically reoriented itself since CEO Bob Bakish took the helm in late 2016). Country music remains front and center, with music series and specials including, CMT Crossroads, and Hot 20 Countdown garnering their highest ratings in several years, while CMT Artists of the Year, nabbed its highest ratings ever.
The network tapped The Hills and Laguna Beach creator Adam DiVello for Music City, which documents five scrape-your-way-to-the-top strivers trying to insert themselves into Nashville’s music scene. CMT has a new slate of unscripted originals that will begin rolling out this year, including fan-favorite Wife Swap. With the hugely popular scripted hit Nashvillewrapping up its sixth and final season in July, this unscripted slate provides a clear path forward for CMT.
“So these are the kinds of ideas that I think make more financial sense for a network,” Kay told Adweek. “If you pick the right properties, you don’t have to be spending millions and millions of dollars an episode to bring an audience to a channel.”
With steady ratings growth anchoring the core television business, CMT’s leadership has begun exploring more ways that they can sync with Viacom’s company-wide focus on growing its live events business (all six of Viacom’s flagship networks – BET, Nickelodeon, Nick Jr., MTV, Paramount Network, and Comedy Central – will host live events this year). Last year’s CMT Music Awards rippled out into a three-day festival in downtown Nashville, and the net plans to expand its CMT on Tour and CMT Next Women of Country Tour.
“There’s so much opportunity in the space,” Kay told Adweek. “We should be in the CMT festival business, [to] which we’re getting very close.”
TV Land – modern pop culture classic series is appealing to more viewers
TV Land’s mix of beloved modern pop culture classic series is connecting with fans. Driven by the strong performance of Roseanne, Mom, King of Queens and Everybody Loves Raymond, the net ranked as the 15th highest-rated channel on all of ad-supported cable in March.
With momentum building toward the new seasons of Youngerand Teacherson June 5, TV Land is likely to continue its tremendous momentum over the summer.
“TV Land is just a great workhorse, and I think that there is still growth for our two originals, Younger and Teachers,” Tanki told Broadcasting & Cable. “Younger this past summer is coming off its highest season ever, which in a multi-season franchise is really exciting. Teachers is another really hysterical series that we want to get out there. So for TV Land, it’s a little bit of if it’s not broke, don’t fix it.”
When Time: The Kalief Browder Story debuted last March on Viacom’s Spike (now Paramount Network in the U.S.), it recounted the youth’s tragic incarceration and helped mobilize the movement to shut down New York City’s notorious Rikers Island prison. Now, the Peabody Awards, which salute compelling and crucial forms of digital storytelling, have nominated the six-part miniseries in its Documentary category.
Browder was 22 when he committed suicide after spending over three torturous years incarcerated on Rikers Island for allegedly stealing a backpack at age 16. His trial was repeatedly delayed until charges were dropped. He left prison with crippling PTSD—which ultimately led to his death by suicide.
From iconic award shows to hilarious late-night programming, from fun kids’ polls to incisive cultural exposés, Viacom’s properties echo across the social media universe. The breadth of this digital-social footprint is on display in the 47 Viacom finalists for this year’s Shorty Awards, an annual celebration of the best in social media.
Paramount Network, Viacom’s newest U.S. channel, debuted strong with a pair of nominations, while Nickelodeon (five nominations), TV Land (three), and Comedy Central (two) also appear in multiple categories. Viacom’s International Media Networks check in with three nominations for their work around the MTV EMAs, while Paramount Pictures, VH1, and Spike (which Paramount Network replaced in the U.S.) each earned one. Viacom itself earned two nominations for the debut of its Hype & Influence series, a video exploring America’s relationship with hip-hop and black culture.
A full list of Viacom’s finalists is below, along with links to details about each nomination and a selection of work.
February 27, 2018 – Parkland, Florida, United States: Volunteers hang banners, including this one reading “Stay strong, Stoneman Douglas, we’re with you,” around the perimeter of Marjory Stoneman Douglas high school to welcome back students who returned to school on Feb. 28, two weeks after the mass shooting that killed 17 students and staff. (Susan Stocker/SF Sun Sentinel/Polaris)
In the weeks since a gunman claimed 17 lives at Marjory Stoneman Douglas High School in Parkland, Florida, courageous young people have marched and raised their voices to demand action on gun violence in the United States.
Viacom and its brands have a long history of supporting young people’s movements around the world, and today the company is extending that tradition by leveraging its substantial multi-platform footprint to support these extraordinary individuals and amplify the reach and impact of their activism.
In addition, Shari Redstone, Vice Chair of Viacom’s Board, is personally championing the work of the student activists, contributing time and resources, including a $500,000 donation, to the March For Our Lives movement.
“This generation continues to be the driving force for change,” said Viacom Executive Vice President of Global Inclusion Marva Smalls. “With more than 17 young people dying from gun violence every single day, unfortunately no community is safe. We believe it’s critical to support the inspiring efforts of our youth, who are literally fighting for their lives. Viacom also has a responsibility to our audiences to do everything we can to elevate the many brave and bold activists to help them extend the reach and impact of their voices in this important movement.”
Here’s a sampling of the initiatives that Viacom brands have planned for the weeks ahead:
A pause to remember the victims
At 10 a.m. on Wednesday, March 14, all Viacom networks and platforms will suspend regularly scheduled programming for 17 minutes. This pause will coincide with the National School Walkout, a tribute to the 17 lives lost in the Parkland shooting, and to all young victims of gun violence. Students across the country will take over MTV’s social media accounts during the walkout.
The power of Viacom’s united brands support a march on Washington
Viacom’s brands will drive awareness of March For Our Lives through extensive on-air and digital coverage, as well as on-the-ground initiatives, leading up to the March For Our Lives demonstration in Washington, D.C. on March 24. MTV and Comedy Central will change the color of their logos to orange – in support of gun violence awareness – for the 10 days leading up to the event. The Daily Show with Trevor Noah plans to continue its ongoing coverage of the growing anti-gun violence movement in the country. So will The Opposition w/ Jordan Klepper, which will build on its recent interviews with students from Marjory Stoneman Douglas High School as well as educators and former military officials on arming teachers, and the 2017 special he produced, Jordan Klepper Solves Guns. Paramount Network will capture powerful first-person accounts for its pro-social initiative. Nickelodeon’s Kids’ Choice Awards, which airs that night, will acknowledge the march for its audience of millions.
Supporting efforts to reduce gun violence
Viacom networks have begun an array of ongoing initiatives aimed at curbing gun violence over the long term. For example, MTV has set up a website where people can learn how to take further action, BET will award DISARM pop-up grants to youth activists with innovative ideas about addressing gun violence and mental health issues, and CMT will work with the country music industry on its efforts to support gun safety.
Joining gun safety leaders to drive change
Viacom is partnering with organizations across the spectrum to develop gun safety-related projects for Viacommunity Day, Viacom’s annual day of community service, on April 20.
Get Schooled expands its curriculum
Get Schooled, an organization founded through a partnership between Viacom and the Bill & Melinda Gates Foundation, will expand its efforts to educate young people on the actions they can take to participate in the national discussion.
Viacom’s live event business is booming. Just this past year, the company has launched Comedy Central’s Clusterfest, a first-of-its-kind music and comedy hybrid festival; Bellator MMA came to New York’s Madison Square Garden; and Nickelodeon brought Bikini Bottom to Broadway via the smash hitSpongeBob SquarePants the Musical.
Now, Nickelodeon will add to this growing constellation of live experiences with a two-day immersive music festival called…you guessed it…NickelodeonSlimeFest.
Nickelodeon debuted this kid-friendly festival in Australia, and has since slimed fans around the globe with events in South Africa, Italy, the UK and Spain. Now, the green goo is coming to the U.S., emphasizing the power and reach of Viacom’s global properties. It makes sense: outstanding events are universally appreciated, and slime is slime regardless of what language you speak.
The World Economic Forum is concerned that, if nothing changes, full global gender parity is likely 217 years away.
Viacom thinks that we should start closing that gap today.
Today, March 8, is a good day for it: it’s International Women’s Day (IWD), an annual celebration of change-makers fighting for gender equality. Viacom, along with other media companies, nonprofit organizations, charities, politicians, entrepreneurs and activists around the globe, will celebrate women in a tradition dating back to the suffrage movements of the early 20th century.
Remember when @AliciaKeys said her mum taught her to be a strong woman at the @VH1 Dear Mama? 👏
Today, Viacom brands, talent and executives will spread a message of equality and social activism through the company’s global platforms, through a series of fan and employee events, and through support for larger movements lending a megaphone to women’s collective voice.
Here’s the breakdown on how Viacom will promote International Women’s Day: