The network is also looking to have individual advertisers sponsor entire episodes. “We are out there selling and we’ve got a lot of interest.” “You’ll feel like you’re still in the ’70s when you’re in the commercial breaks,” Kay said. Kay said future episodes of Waco would have a similarly low ad load, as will upcoming programs Heathers, Yellowstone and American Woman.Īnother idea Paramount has for creating a premium environment involves having advertisers create 1970s-style commercials to air in American Woman, because the show is set in Beverly Hills in the ’70s. But one of the things we’re talking about is how do we change that viewing experience and make it more like a premium experience.” “But we’re still pay cable, and somebody’s got to pay the bills.
“We realized the viewers are used to not having to watch commercials on the platforms for sure HBO and Showtime as well,” Kay said. Related: Ratings Up in First Week for New Paramount Network Tinkering with ad formats is one way the Paramount Network aims to entice viewers and advertisers. Paramount called the performance “very encouraging” on a competitive night and expects the show to get a boost when delayed viewing is added in. The Waco premiere drew a 0.6 overnight rating and 1.1 million viewers to Paramount (more with the simulcast on CMT). Paramount’s live Lip Sync Battle had the series’s highest rating since June 23, 2016. Spike was struggling, with viewership among adults 18-49 down 24% during 2017.
18, launching with a live edition of one of Spike’s higher-rated shows, Lip Sync Battle. Paramount Network replaced Spike TV on Jan. “I think if you’re a viewer of scripted premium and you see a trailer for a big feature, it doesn’t feel like, with all due respect to all of our other sponsors.” “I think the viewer will feel and understand that they saw something different,” Kay said.
#Spike tv rebrand movie
Just in case, before the first ad pod, which contained a one-minute trailer for a new movie from Paramount Pictures, the network announced that, “The world premiere of Waco is presented with limited commercial interruptions by the new film Annihilation.” Kevin Kay, president of Paramount Network, CMT and TV Land, said he hoped viewers would notice the lack of ads. There were no commercials until about 16 minutes into the episode, a big change for Viacom, which has been criticized for stuffing too many spots into shows on its networks to make up for declining ad revenue. The low advertising load - with half the normal number of breaks, and each break a bit shorter than usual - is part of the network’s attempt to simulate the experience viewers get on premium channels. In his address to shareholders this week, Bakish promised to unveil “points of pain” during Thursday’s call unveiling his new strategy.īakish was named permanent CEO of Viacom in December after Shari and Sumner Redstone, whose family company holds a controlling stake in the Viacom, scrapped discussions of a merger between Viacom and CBS, which the Redstones also control.There were only nine minutes of commercials in last week’s premiere of Waco, the first piece of high-profile, big-ticket programming on Viacom’s new Paramount Network.
Speculation is also circulating that Bakish’s new strategy may include a further alignment or even merger of MTV and VH1, both led by Chris McCarthy.īakish is likely to move to centralize many functions across networks and eventually prune some minor channels, such as MTV and Nickelodeon spinoffs, from the company’s portfolio. “A big part of our future is better integrating Paramount into the company and connecting it more to the work we do across media brands,” Bakish told employees last month at party marking the opening of the company’s new Hollywood office building, with board vice chair Shari Redstone and Paramount CEO Brad Grey looking on. The Paramount Network branding is consistent with Bakish’s vow to better align studio Paramount with Viacom’s cable channels.
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