Sep 15, 2020
How ViacomCBS created a brand for the streaming era.
For more than 100 years, the Paramount Pictures brand identity—the name, the mountain, the halo of stars—has signaled a world-class entertainment experience. Now, a digital-first reinterpretation created for ViacomCBS’ streaming service builds on the innovative legacy of the Paramount brand and carries it into the streaming era.
The Paramount+ streaming service will launch in early 2021 as a rebrand of the company’s current streaming service, CBS All Access. It will feature content from ViacomCBS’ portfolio of broadcast, news, sports, and its popular entertainment brands, like MTV, BET, Comedy Central, CBS, Nickelodeon, and Smithsonian Channel. Additionally, the service will feature movies from Paramount Pictures. ViacomCBS will also bring Paramount+ to international markets with an initial debut in Australia, Latin America and the Nordics.
“The Paramount brand is known and loved all around the world, and is synonymous with great entertainment. It’s always brought people together, which makes it a perfect fit for a streaming service that’s uniquely positioned to do the same,” says Josh Line, chief brand officer, ViacomCBS. “The Paramount+ streaming service will elevate ViacomCBS’ iconic family of brands.”
According to Domenic DiMeglio, EVP, head of operations and chief marketing officer for ViacomCBS Digital, the Paramount name will lift expectations of entertainment, content range, and quality—and build interest in the service’s originals.
“We recognize that we’re asking people to pull out their credit card and subscribe to our service. The Paramount brand, which audiences strongly associate with creativity and great storytelling, helps signal it’s worth the price,” says DiMeglio. “Being able to say something is a Paramount+ Original will give it instant credibility in the eyes of consumer: ‘Oh, that’s associated with the Paramount brand, that’s going to be quality content.’”
Some of the originals announced include Lioness, a spy drama created by Yellowstone creator Taylor Sheridan, a new edition of Behind The Music, a revival of BET’s The Game, and The Real Criminal Minds, a docuseries based on the hit CBS Television series. Paramount+ will also feature The Offer, a scripted series based on Oscar-winning producer Al Ruddy’s experiences making The Godfather. The 10-episode limited event is written and executive produced by Oscar and Emmy-nominated Michael Tolkin. Ruddy will also serve as executive producer alongside Emmy-winning producer Leslie Greif, who will also serve as a writer on the series.
"The Paramount brand is known and loved all around the world, and is synonymous with great entertainment. It’s always brought people together, which makes it a perfect fit for a streaming service that’s uniquely positioned to do the same."
Chief Brand Officer, ViacomCBS