ViacomCBS today confirmed Paramount+ as the new name for the company’s CBS All Access streaming service.
The rebrand, which takes effect in early 2021, had been reported in recent weeks and the official announcement didn’t have many surprises apart from original programming news. Showtime, the sister streaming service to CBS All Access, will continue to operate separately from Paramount+, though some Showtime-branded originals will be ticketed for the new service and some form of bundling is likely down the line.
Paramount+ will feature content from the full ViacomCBS portfolio, spanning broadcast television, news, sports and entertainment brands. ViacomCBS will also bring Paramount+ to international markets with an initial debut in Australia, Latin America and the Nordics in 2021.
“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.
“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.”
The company’s global division also unveiled international plans for the Paramount+ service. ViacomCBS Networks International already operates a service titled Paramount+ in Latin America and the Nordics and they will both be relaunched.
10 All Access, its Australian streamer tied to its linear channel Network Ten, will also be rebranded as Paramount+ and will air exclusive rights to Showtime and CBS All Access original series as well as Paramount+ originals and shows from CBS Television Studios, Paramount Television Studios, BET, Nickelodeon and MTV.
ViacomCBS will also rebrand its existing CBS All Access product in Canada in 2021.
Internationally, Paramount+ will be the exclusive home of Showtimes premieres, including series such First Ladies, which sees Viola Davis play Michelle Obama, Halo and Rust, as well as CBS All Acces originals including Guilty Party and The Harper House.
This comes after David Lynn, President and CEO, VCNI, pulled back the curtain on its international plans last month.
“With the global launch of Paramount+ we are poised to become as powerful a player in streaming as we are in TV. VCNI is focused on building a meaningful, global brand presence in our key markets, generating material advertising, subscription and licensing revenue from streaming. By leveraging the iconic Paramount brand, leading edge infrastructure from ViacomCBS along with an incredible, super-sized pipeline of must-see content, Paramount+ will deliver an exceptional consumer entertainment experience and significantly disrupt the streaming industry.”
However, it’s not clear whether ViacomCBS would launch the service in the UK, where it owns linear station Channel 5 and sister streamer My5, and much of its Showtime pipeline is tied up with an output deal with pay-TV operator Sky. “Clearly we will be looking at other markets and we do have plans for phase two markets, but I wouldn’t comment on any particular one at this stage,” Lynn told Deadline last month.
Jill Goldsmith contributed to this report.
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