ViacomCBS is turning to a 100-year-old brand to bolster its streaming business.
The company plans to rebrand CBS All Access as Paramount+ in early 2021, stocking the expanded service with originals that have close ties to well-known franchises, from The Godfather to Criminal Minds to The Game.
“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,” CEO Bob Bakish said in a statement. “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.”
In the lead-up to the rebrand, ViacomCBS has been filling CBS All Access with additional programming from its portfolio of networks, including BET, Comedy Central, MTV and Nickelodeon, with plans to offer a library of 30,000 TV episodes and movies.
Paramount+ is the name already used for ViacomCBS’ streaming offering in Latin America and the Nordics, and the company will now also use the name to rebrand its Australian streaming service 10 All Access. It also plans to relaunch these existing services and use the Paramount+ brand for future new services in international markets.
Internationally, Paramount+ will serve as the home for not just Viacom and CBS programming but also premiers from premium cable network Showtime. In the U.S., ViacomCBS will continue to operate a separate Showtime streaming service.
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Written By: Tommy Lightfoot Garrett
Photographs are Courtesy: AP
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